Ascot Racecourse Choose CAMEO and MICROVISION for RaceDay Targeting

Ascot Racecourse reopened in May 2006 welcoming home the Royal Meeting to its Berkshire home in June. Alongside this redevelopment, Ascot have also sought to further develop their database analytics and customer recruitment programme using EuroDirect's proprietary CAMEO and MICROVISION solutions.

Ascot Racecourse holds a database of circa. 110,000 customers captured via turnstile sales, circa. 60,000 of which are historic Royal Ascot attendees. Although they currently target this base through a variety of direct communications and promote Ascot Racecourse through a range of above-the-line advertising methods, Ascot wanted to further develop their below-the-line prospecting strategy.

EuroDirect's MICROVISION marketing intelligence software (inclusive of EuroDirect's suite of UK CAMEO Classifications, Media data and Census data) has been chosen for this purpose. As part of the licence agreement, Ascot Racecourse is also able to append the six CAMEO Classifications across their customer database enabling them to profile and understand different segments of their customer base. This will deliver understanding of the geodemographic and socio-economic differences between their regular customers, their highest value customers, those who attend on different days, those who visit the evening meets and those who simply attend the higher profile events.

Ascot will be able to use MICROVISION to assess customer profiles and identify 'look-a-like' prospects to which they can target campaigns towards key consumer groups through different direct channels, helping them to grow their customer base whilst also filling some of the slower racedays. MICROVISION will assist them to:

  • Produce post sector rankings to target areas for leaflet drops
  • Produce targeted 'cold' seasonal direct mail campaigns, using prospect data from Data Exchange
  • Analyse media coverage to visualise above-the-line marketing spend and response rates and better allocate marketing resource

Sonia Hamilton, Head of ICT, Ascot Racecourse comments:

"We are excited about the prospect of getting a real insight into our customers. Enriching our customer database and employing sophisticated targeting tools will not only improve Ascots' offer to our current visitors but will allow us to invite a much wider audience to our race meetings in the months and years to come."

John Dobson, Managing Director, EuroDirect went on to say:

"It's great to see companies throughout the leisure industry harnessing the power of marketing intelligence systems such as MICROVISION and CAMEO to improve their return on marketing investment"