Ascot Racecourse

Caring for a 300 year old brand

ABA cared for the prestigious Ascot and Royal Ascot brand for many years. We guided the world's leading racecourse through its greatest challenge to date. A £200 million investment to redevelop the entire grandstand and its hospitality facilities. This required careful brand communications when the racecourse in Ascot was closed in the construction period and brand building once they were in their new home.

The ABA team migrated the brand through this period with a through-the-line awareness campaign across the UK and abroad. The team then provided the strategy and creative for the new brand positioning across digital, workspace and communications environments. This covered the re-launch and ongoing strategy for Ascot's new phase of life.

As well as looking after the Ascot Racecourse brand all year round there was that one small event that happened to be the social event of the year - Royal Ascot! The ABA brand team continually brought creativity and inspiration to this Britich classic. Delivering brand communications across marketing, environment and digital - including the year Royal Ascot went to York and it's triumph return to the new redeveloped racecourse.