Case Study: Newmarket Racecourse broadens appeal to families and younger audiences with Aberfield

Newmarket Racecourse boosts family appeal with Aberfield’s local influencer campaign across 30 miles

Newmarket Racecourse, known as 'The Home of Horseracing', faced a challenge in that it was perceived as inaccessible and unaffordable by local families, couples, and younger audiences. This perception created a disconnect with potential visitors living within 30 miles. The racecourse enlisted the PR firm Aberfield to help change these outdated views and broaden its appeal.

Aberfield implemented a micro-influencer campaign targeting local parenting bloggers and young couples. The strategy focused on having these influencers share authentic experiences of a day at the races across social channels and blogs to reframe Newmarket as friendly, flexible, and family-friendly. The campaign by Aberfield was highly successful, engaging numerous local influencers and achieving a significant total social reach, including a large reach on Instagram stories.

Newmarket Racecourse