Ascot

Strategy and Experience

The brief was simple. Ascot had the profile, the occasion and the spectacle but sometimes the experience added up to less than the sum of its parts.

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The Story

Our response was to understand why. We worked with Compass Group plc for two years to get under the skin of Ascot. We talked to attendees and, just as crucially, non-attendees. We looked globally at similar sporting occasions. We needed to know the guest profile, the expectations and the disappointments. We applied our industry expertise and brought the trends that resonated to the track.

The result was a guest experience befitting the full majesty of the occasion.

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