We recently delivered the racecourse and event branding for the 170th Grand National at Aintree, Liverpool. Working in partnership with Randox Health, we designed and delivered a branding programme to bring their inaugural sponsorship of the world’s greatest steeplechase to life.
Randox Health Grand National 2017
A key aim of the brief was to create a branding programme that maximised brand exposure for event spectators as well as exposure on broadcasting coverage of the event. We approached this challenge by analysing previous and expected camera positions on course and around the grandstand concourse. Drawing on our experience of delivering the branding programmes for televised major sporting events, such as the London 2012 Olympic and Paralympic Games and Glasgow 2014 Commonwealth Games, we understood what type of branding had the biggest impact on camera and how to incorporate iconic venue features into the branding programme for spectacular shots. We also looked at key spectator journey routes approaching and inside the venue which allowed us to define a clear and effective branding strategy that maximised brand exposure.
In addition to this, we identified innovative branding opportunities for Randox Health not previously done for other sponsors. This differentiated and elevated the look and impact of Randox Health’s sponsorship of the event even further, including a finishing arch for each race that provided the perfect backdrop for winning moment. We also created a giant 3D replica of Randox Health’s trophy which provided spectators with a photo opportunity to share on social media using the hashtag #FeelLikeAWinner.
We delivered a slick and cohesive branding programme to a Grand National festival that saw over 125,000 spectators descend on Aintree, with over 600 million watching on TV over the course of a three-day racing meet. The client was delighted and we look forward to building on this with Randox Health at next year’s Grand National festival.