Aintree Racecourse has appointed Loaf to the Grand National 2014 advertising account following a competitive five-way pitch in June.
Loaf has been tasked with handling all marketing communications, on and offline, including campaign photography, video, and the development of a website.
The campaign will centre on the concept of 'The Grandest Show, The Greatest Drama.', as Aintree looks to raise awareness of the festival.
Loaf’s campaign work for The Grand National Festival 2014 has so far seen the agency create a new logo brought about by the change of event sponsor, recently announced as Crabbie's Alcoholic Ginger Beer.
"In Loaf we have found an agency who truly understand what The Crabbie's Grand National event requires in order to help us create something unique and different to what has been done before. It’s important that we communicate The Crabbie’s Grand National in a way that resonates across a number of audiences and in different environments,” explained Nadine Mansfield, head of marketing for The North West Region of The Jockey Club.
The 2014 festival begins at Aintree Racecourse, Liverpool, on 3 April, 2014, with Grand Opening Day; followed by Ladies Day on 4 April; and culminating in Grand National Day on 5 April.