11.5m launch day social reach
100% coverage carried CTA
DEMONSTRATING ELITE JOCKEY FITNESS LEVELS
Ahead of the 2019 Grand National, we wanted to demonstrate just how fit jockeys really are, so we conceived a HIIT class based on British Racing School’s Jockey Fitness Test for media to find out for themselves.
After an initial tease event in 2018 at Epsom Downs racecourse, 2019 saw us go bigger and bolder, taking over boutique London gym UN1T to challenge national and racing media to tackle a five-station circuit – complete with mechanical Equiciser racing the famous Aintree course.
Under the guidance of PT Chessie King and Binky Felstead, our #jockeyfit event was a huge success with a coverage reach of almost 1 billion consumers and hits including Daily Telegraph, Guardian, MailOnline and Sky Sports. With all pieces carrying branded imagery, hashtag use and web links, the news lens was firmly on Jockey Fit at racing’s busiest period.