Member Article

Aintree Racecourse uses Loaf to promote drama of National

The Lancashire marketing agency Loaf Creative has won the advertising account for Aintree Racecourse, home of the Grand National meeting.

The agency will be responsible for all marketing communications, on and offline, including campaign photography, video and the development of a bespoke website.

Loaf, which is based in Skelmersdale, not far from the historic north Liverpool racecourse, says it aims to harness “the drama and atmosphere of the world’s favourite horse racing spectacle.”

It will also be seeking to establish and communicate the appeal of each of the three festival days while raising awareness of the entire meeting.

Loaf is working on “creating a new logo brought about by the change of event sponsor, recently announced as Crabbie’s Alcoholic Ginger Beer, photography for the campaign and video for a new TV ad”.

Nadine Mansfield, head of marketing for The North West Region of The Jockey Club, said: “In Loaf we have found an agency who truly understand what The Crabbie’s Grand National event requires in order to help us create something unique and different to what has been done before.

“It’s important that we communicate The Crabbie’s Grand National in a way that resonates across a number of audiences and in different environments.

“We’re really excited about seeing the ‘Grandest Show, The Greatest Drama’ campaign theme come alive. Loaf have truly captured the essence of what the internationally famed event is all about.”

Over 150,000 people are expected to visit the racecourse during the festival, while around 8 million watched the main race on television last year.

Dave Mullen, creative director and co-founder of Loaf, added: “In our opinion, The Crabbie’s Grand National is the last great sporting event that the nation stops for.

“We are tremendously proud to be able to play a part in maximising awareness of the three day festival which culminates in this amazing sporting spectacle.”

This was posted in Bdaily's Members' News section by Simon Malia .