Royal Ascot luxury annual magazine

THE BRIEF

Our relationship with Ascot Racecourse began in 2006 with a brief to publish a bespoke, high-end publication that promotes the Royal Meeting to a relevant audience, provides racegoers with a gorgeous souvenir and gives the racecourse an additional revenue stream.

Royal Ascot Magazine features luxury lifestyle editorial content and third-party advertising centred around fashion, fine dining and, of course, horse racing. The publication also pays homage to the incredible history of Royal Ascot and Ascot Racecourse.

THE SOLUTION

The magazine echoes what guests can expect from this iconic event – the highest quality editorial features and photographs complement an experience that once enjoyed is never forgotten.

Designs balance white space and page furniture, allowing imagery to breathe for a premium feel, while the cover finishes denote exclusivity. The pace is carefully measured; one-page features punctuate longer articles. However, longer features have ‘dip-in’ elements for browsing during the busy race meeting. The magazine reflects the overarching brand ethos and speaks in the same tone of voice as other communication material from the racecourse.

The size has followed luxury print trends, going from A4 to a squarer format. This, along with an increased pagination, results in a magazine with real presence.

All of this we achieve while following strict brand guidelines in use of fonts, colours, logo and tone of voice.

In 2013 we launched a regional media partnership to promote Royal Ascot and Ascot Racecourse to a wider community. Two thousand copies are bagged with luxury Archant title The Resident and a further 1,000 are distributed in five-star hotels in London, enabling the brand to reach its core demographic.

We also send e-newsletters to Archant’s opt-in database of 100,000 people and engage with racegoers by sending e-newsletters to previous purchasers of the magazine.

THE RESULTS

Not only does the magazine continue to help drive sales, brand awareness and remain a popular tool for the racecourse, but the high quality standard of the publication remains attractive for advertisers, too.

The partnership has developed and we now work with Ascot Racecourse and other Archant titles to market the event. As part of this, we create print and online adverts and e-newsletters.