National Riding Festival
Another CIPR award was achieved for our work on the National Riding Festival, a campaign we ran for ten years. Our challenge was to breathe new life into a leisure activity that was declining at the time, as well as delivering results for the title sponsor.
We combined direct-to-consumer activity with built in stories that played squarely to the media agenda. A series of national events and roadshows secured thousands of new riders for the sport while Trigger, our mechanical cantering horse, provided great photo opportunities for national and regional media and the perfect vehicle for TV. Enlisting the support of celebrities such as Zara Philips and Jodie Kidd met the national media agenda resulting in extensive coverage from the front page of The Times to a DPS in Hello.
Over 1,500 pieces of media coverage were generated for the campaign, which also exceeded the sponsor’s targets for leads and sales.