Marketing comms were fractured for the wide range of events that Ascot held. As a solution, we proposed that while there are many horse races, music nights and beer festivals, there's only one Ascot. So communications were made more brand-centric, complete with a ‘silver’ background, cut-out imagery and a dose of wit becoming to a venue of Ascot's standing. All first-contact pieces were stripped back, driving all traffic to bespoke landing pages or microsites. Key events, such as the Shergar Cup had over 33,000 attending, up 27% on the previous year, despite appalling weather on the day. Our campaign helped to attract over 70% more newcomers to Royal Ascot – an amazing feat in light of the media attention the grandstand had suffered. Overall attendance rose despite a significant fall in repeat bookings from the previous year. The campaign helped the racecourse to turn a corner and established a successful creative and strategic platform for the future.