When Ladbrokes took over sponsorship of the Irish Grand National in 2012 it had lost much of its appeal and relevance to Irish race-goers. The event was considered elitist and expensive and inaccessible to ‘ordinary’ racing fans. Previous sponsors such as Anglo Irish Bank had used the sponsorship primarily as a corporate entertainment vehicle – Ladbrokes wanted to re-energise the event and make it more relevant to its customer base.
We developed the communications platform ‘It’s Anyone’s Race’ to convey the accessibility of the Irish Grand National to all types of racing fan: male and female; old and young; die-hard and amateur. In humorous outdoor, TV and online advertising we brought the fun back to the race and spread the message that anyone was welcome.
The 2012 race was the best attended Irish Grand National in five years and became Ladbrokes’ signature Irish sponsorship property.