Callcredit Marketing Solutions have announced that they are partnering with Ascot Racecourse to drive ticket sales for this year’s Royal Ascot.
This will see Callcredit carry out direct mail and email campaigns, employing their customer profiling and segmentation tools to target potential racegoers on behalf of the event organisers.
John Blake, Head of Sales & Marketing at Ascot Racecourse, said: “Royal Ascot is one of the biggest events in the sporting calendar, attracting thousands of visitors every year. For the campaign, we needed a partner who could promote our early booking discounts and drive ticket sales, and we knew that Callcredit had the expertise and knowledge to deliver real results, while providing us with regular updates and feedback.”
Glyn Cowlishaw, strategic account director at Callcredit Information Group, said: “From our previous work with Ascot, it was clear that a multi-channel approach would achieve the required results. With this in mind, this year we introduced our new ‘Connected’ segmentation model, which profiles consumers’ specific technology use and online behaviour, alongside our standard tools to build a mailing list. This has allowed us to target consumers through their preferred communication channel.
“The campaign included one direct mail and a number of email broadcasts and we have closely monitored the response rates throughout the campaign period.”