Channel 4 provides Racing with another bespoke trail | Sodexo prestige
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Channel 4 provides Racing with another bespoke trail

07-06-2013

From June 18 – 22 Channel 4 will broadcast Royal Ascot for the first time ever.  The event, associated with the BBC since inception, moves following a four-year media agreement where Channel 4 was appointed racing’s sole broadcast partner.

Royal Ascot 2013 is officially the most extensively covered race meeting in the UK TV history with over 30 hours of racing action available across the five day meeting.  This includes daily Morning Lines from 7:55am, Royal Ascot: Channel 4 Racing live from 1:40 – 6pm plus evening highlights and is supported by a unique online service.

Once again, reinforcing the channel’s commitment to the sport, Channel 4 has filmed its third bespoke marketing trail for the much anticipated Royal Meeting (June 18 – 22). 

Filmed at Langleybury Mansion in Hertfordshire; the trail stages a luncheon at which a butler welcomes two racehorses to the party.  Continuing Channel 4’s quirky racing theme, the horses proceed to race through the mansion and around the guests to successfully combine the glamour and style of Royal Ascot with the excitement of the racing action available at the Royal Meeting’s.  The soundtrack used is What Time is Love by Williams Fairey Brass Band.

Four versions of the Royal Ascot trail will be shown across all Channel 4 networks from tomorrow Saturday, June 8th providing the regal meeting with an 11 day build-up. 

The campaign has been produced by Channel 4’s in house creative agency 4creative – the team behind 2012’s acclaimed Meet the Superhumans Paralympics campaign and the Original Extreme Sport campaign for The Grand National earlier this year.  Creative Directors were Chris Bovill and John Allison with Keith McCarthy as Director.


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