Musselburgh Racecourse
PR & comms
Edinburgh
Campaign creation
Brief
Musselburgh Racecourse - one of the UK’s most popular racecourses - hosts an annual programme of races called the ‘Sensational 6’. We were appointed to breathe new life into the programme, and to deliver eight promotional campaigns.
As part of our work, we were asked to develop the creative for a campaign titled ‘The Edinburgh Gin Raceday, featuring the Edinburgh Cup.’ For this campaign, we needed to marry the Musselburgh Racecourse and Edinburgh Gin brands to create a natural connection between a day at the races and a refreshing Edinburgh Gin drink.
Our approach
We wanted to capture the fun, summertime feeling that the Edinburgh Cup inspires. The Edinburgh Gin brand features rich botanical illustrations, so we expanded upon this concept, creating a beautiful flower crown for our campaign’s racehorse.
This was rolled out across race day programmes, on-site signs and outdoor advertising. The flower crown concept also fuelled the supporting PR campaign - influencers attending the event were given their own flower crown kit.
“Sophie and the Flock team hit the ground running. Their attention to detail was exceptional. They listened to our thoughts and made the brief reality, ensuring everything was seamless. They are exceptionally professional and a dream to work with - it’s truly a great partnership.”