Nathaniel
The Aim: promote the first yearlings due to be offered at the yearling sales by the Newsells Park Stud stallion Nathaniel, as well as the stud’s annual yearling consignment.
The Solution
Campaign theme
The campaign centred around being at the seaside as the first sale was at Deauville, a picturesque seaside resort in France. It played on the word ‘sea’ for the seaside and ‘seeing’ the yearlings at the sales.
Direct mail to breeders and bloodstock agents
A simple colourful four page mailer was sent to breeders, bloodstock agents and press using the campaign strap line ‘Sea’ you in Deauville.
The mailer included a pair of Nathaniel branded yellow sunglasses incorporated into the front page over a photograph of Nathaniel’s head, and a chocolate lollipop with seaside themed shapes on. Copy on the mailer included key facts about Nathaniel and the yearlings, keeping within the seaside theme.
Social Media
The campaign was promoted across Twitter and Facebook with those recipients of the mailer posting images wearing the glasses receiving more chocolate. Newsells Park Stud also posted Nathaniel himself wearing a large pair of yellow sunglasses.
Advertising and Media Buying
Adverts reflecting the campaign theme featured in the racing press. These complemented the annual advertising plan prepared by Pace which included the services: media buying in bloodstock publications across Europe and USA on key dates in the bloodstock calendar, budget management, copy writing, editing, proofing and submission to the publications. In addition to success advertising throughout the year triggered by Nathaniel’s progeny winning notable Stakes races.
Results
- The yellow sunglasses proved particularly popular with many key contacts wearing them at the sales thus spreading the Nathaniel brand.
- Social media engagement was high with many photos of people and pets posted on-line wearing the Nathaniel sunglasses
- Nathaniel’s first yearlings made up to 675,000gns, and an average of £130,000 each for 42 sold.