ABOUT

The Cheltenham Festival runs for four days every March. Culminating with the prestigious Cheltenham Gold Cup, it is regarded as the pinnacle of the jump racing season.

Considered as the race-lovers festival, Cheltenham is an annual pilgrimage for race fans across the UK and Ireland. With over 200,000 people in attendance across the duration of the festival, it's become one of racing’s most iconic events.

As part of their strategic plan to create standalone brands for their three marquee events, The Jockey Club were looking to develop a new brand for Cheltenham Festival that would build equity in the event and help drive their sponsorship ambitions.

'Four Days of Extraordinary' was a proposition that had been developed by the marketing team. Our task was to translate this idea visually and verbally into a brand that positions the festival as an unmissable sporting event.