Marketing Beat: Ascot Racecourse celebrates the inner elegance in everyone

Ascot Racecourse celebrates the inner elegance in everyone

Ascot Racecourse has unveiled a new campaign created in collaboration with Dark Horse, building on last year’s ‘The Ascot You’ strategy which plays on the idea that everyone has an inner elegance.

It showcases a variety of characters embracing the Ascot version of themselves, beautifully dressed for the prestigious event while going about their everyday lives, from strutting down to the local launderette to working the allotment.

The latest ‘The Ascot You campaign was shot by well-known fashion photographer Carla Guler, whose work has been featured in Vogue, Harper’s Bazaar, and Vanity Fair.

Last year’s humorous TV spot will also return – although the newest version is augmented with up-to-date static imagery – and will be showcased across print, out-of-home, and online platforms, leading up to the world-famous racing event, which takes place from 18 to 22 June 2024.

Dark Horses executive creative director Steve Howell said: “We all have a side of us that wants to go full-on glitz and glam, and Ascot is the perfect place to unleash it.”

“We wanted the outfits to be imbued with a sense of the personality wearing them, and we’ve begun to push the work towards more archetypal characters for a greater demonstration of what the ‘Ascot You’ can be.”

On the evolution of the campaign, the racecourse’s deputy CEO and commercial director Felicity Barnard added: “Following the tremendous success of last year’s ‘Ascot You’ campaign, we recognised the need to evolve the platform by infusing it with fresh perspectives and new faces”.

“We can’t wait to see how our attendees compare to the wonderful characters depicted in these ads.”