Callcredit rides high on Royal Ascot campaign

Marketing specialists Callcredit Marketing Solutions have teamed up with Ascot Racecourse to drive early ticket sales for this year's Royal Ascot.

Callcredit was selected to carry out direct mail and email campaigns on behalf of the racecourse to promote the world-famous Royal Ascot race meet, taking place from 19th June - 23rd June 2012.

The campaign targeted consumers across both direct mail and email channels, using Callcredit's state-of-the-art customer profiling and segmentation tools to identify and target potential racegoers. It is the fifth year that Callcredit has worked with Royal Ascot, following previous successful campaigns.

John Blake, Head of Sales & Marketing at Ascot Racecourse, said: "Royal Ascot is one of the biggest events in the sporting calendar, attracting thousands of visitors every year. For the campaign, we needed a partner who could promote our early booking discounts and drive ticket sales, and we knew that Callcredit had the expertise and knowledge to deliver real results, while providing us with regular updates and feedback."

Glyn Cowlishaw, strategic account director at Callcredit Information Group, said that the campaign was the biggest they had delivered for Royal Ascot, which celebrated its 300th anniversary last year.

He added: "From our previous work with Ascot, it was clear that a multi-channel approach would achieve the required results.  With this in mind, this year we introduced our new 'Connected' segmentation model, which profiles consumers' specific technology use and online behaviour, alongside our standard tools to build a mailing list. This has allowed us to target consumers through their preferred communication channel.

"The campaign included one direct mail and a number of email broadcasts and we have closely monitored the response rates throughout the campaign period."