From our Depsters May 22, 2018
e3creative (part of Dept) celebrates relationship with the royal family’s racecourse
As the world celebrates the ceremony of the century, the royal wedding, uniting Prince Harry and Meghan Markle, e3creative (part of Dept) is acknowledging our connection with the royal family through a mutual interest in Ascot Racecourse. Ascot Racecourse is a legacy client of e3creative (part of Dept) and our professional relationship with the racecourse has developed over several years. All divisions of e3creative (part of Dept) from digital design, and web and app development, through to digital marketing have been involved in dozens of projects to date involving aspects of brand establishment and campaign execution.
Ascot Racecourse was founded by Queen Anne in 1711, and has since received the patronage of a further eleven monarchs. From an early age, Queen Elizabeth II had demonstrated a keen interest in horses and in 2006 The Queen opened the redeveloped Ascot Racecourse by thanking all who had been involved. Every year, The Queen attends Britain’s most well-known racecourses, Ascot during a special week of races in June named Royal Ascot. This week has become Britain’s most popular race meeting, welcoming around 300,000 visitors over five days, all dressed up in their finest clothes and hats.
For this recap article, the team at e3creative (part of Dept) voted on their favourite Ascot piece of work that’s come through the agency and it was a tie verdict between two vastly different releases, outlined below:
Like Nowhere Else Campaign: Reinforcing the brand’s rich history with an original campaign demonstrating the many ways an occasion at Ascot is ‘Like Nowhere Else.’ A globe was hand painted with ‘four continents’ of Royal Ascot highlighting its contributions to racing, pageantry, fashion and fine dining in an elegant and visually intriguing manner. e3creative (part of Dept) brought this world to life through digital with the launch of a microsite hosting visual prompts for 100 unique stories, communicated through over 200 pieces of engaging multimedia content interlinked to Ascot’s brand website, encouraging users to seamlessly explore the interactive map. The Like Nowhere Else campaign was executed during Ascot’s crucial sales period in spring 2017 and the microsite proved to be a key driver in achieving results, increasing website sessions and visitors, contributing to an overall 8% growth in revenue compared to the previous year. It was a high-profile campaign with the globe acting as a showpiece for the racecourse featured in various on and off-line advertising formats. It also received widespread mass-media coverage, won several awards and continues to be highly-regarded by those at e3creative (part of Dept).
New Ascot Brand Website: Launched just over a month ago in April 2018, the new Ascot website is a masterpiece crafted over an extensive 3-year period, involving expertise from across our integrated digital agency working in an agile way with the internal teams at Ascot. It was important to revive the brand’s online image, yet maintain an recognisable aesthetic, in a sophisticated and distinguished manner with a clean website that is easy for all potential users to navigate, purchase tickets, plan their visit and build excitement around it. User-experience specialists carried out extensive research on the brand position and target audience, defining key messages or attributes, to map the website flow and user-journeys. The exquisite design concentrated on the minor touch to create a royal and minimalistic feel that was centered around eliminating barriers for users to access the content that’s relevant to them, whilst building an engaged brand community through showcasing snippets of Ascot’s fascinating history, nodding to the timelessness of each affair and the influential it has on shaping society. Meanwhile, in development, a completely new website was built with a bespoke content-management-system coded specifically for Ascot, providing their team with full control over the functionality and transactional information in the website. The digital marketers at e3creative (part of Dept) monitored the migration of Ascot, ensuring all search equity is retained with the new release, and are continuously optimising content and on-site performance.
Both of these projects have involved intermixing teams at e3creative (part of Dept) – a huge part of our culture and work process. As an agency, we’re proud to have joined hands with Royal Ascot in the early stages of our inception and grateful for the opportunity to continuously work alongside the influential brand to innovate how digital is activated.
The team members involved in the recent Ascot website release are being rewarded with a special trip to the racecourse on 20 June 2018. A fully catered day for our staff to celebrate their leadership and dedication to the project, allowing them to also soak up the aftermath of the royal wedding in a fitting fashion.
** Images in this article are trademarked to Ascot Racecourse.
Manchester digital agency e3creative is now part of Dept. The experience-led design team joins 1300 specialists at the forefront of technology, data, digital marketing, and commerce.