Newsells Park Stud

The Aim: ensure strong brand awareness of Newsells Park Stud. Promote the high quality of their bloodstock, particularly the annual yearling consignments and their stallions. Pace has provided marketing services for Newsells Park Stud since it was founded in 2002.

The Solution

Direct Mail

High quality direct mail campaigns have been sent to key buyers, breeders and bloodstock agents annually, which also capitalise on the association the stud enjoys with chocolate, through its owner, the Jacobs family. To promote the yearlings these have included:

– a Newsells/Willie Wonka branded chocolate bar which contained a Golden Ticket and a flyer, incorporating a £10,000 Newsells Golden Bonus.
– a ‘smart yearlings’ campaign including a branded tube of smarties together with a rotating wheel disc flyer promoting key winners and yearlings.
– a leaflet capitalising on the brand colours with the theme ‘Choosing the right yearling isn’t black and white…. but if you add Newsells yellow things become a lot clearer’.

Email

Branded emails are sent to key buyers and breeders timed to coincide with direct mail campaigns and key winners.

Social Media

Advice is provided on social media ideas and competitions related to the campaign themes, and scheduled during relevant times in the bloodstock calendar.

Website

In liaison with a website agency Pace produced an innovative and responsive website www.newsells-park.com to provide comprehensive information on the yearlings for sale given the restrictions due to the Covid pandemic in 2020.  The new site also promotes the stallions with impactful photographs and videos alongside key data.  A user-friendly Content Management System completed the upgrade of the website which was launched with a fun ‘yearlings unmasked’ campaign.  Pace updates the website with the latest news, bloodstock sales, etc.

Advertising and Media Buying

An advertising plan is produced each year for the sales and stud season, with advertisements designed to promote the yearlings and stallions reminding buyers of their key strengths and reflecting campaign themes. Success advertising also features in the UK and international racing press if a horse bred by the stud or stallion wins a notable race.

Results

  • Newsells Park Stud is considered to be one of the leading breeders of bloodstock worldwide and is firmly established as a major consignor at the top yearling sales in Europe. The stud has been in the top 10 consignors at the Tattersalls October Sale Book 1 for many years, and their yearlings have realised up to 3.4m guineas each.
  • Significant brand awareness is maintained amongst their target audience in the UK and overseas.
  • The novelty and on-going nature of the campaigns ensure the stud continues to receive positive media coverage and feedback from buyers creating a ‘buzz’ around the stud’s yearlings and stallions.
  • The Willie Wonka marketing campaign was recognised by the Chartered Institute of Marketing Awards as a Finalist in the SME category.
  • “Jackie Hutchinson of Pace Marketing Solutions is very much one of the team at Newsells Park Stud having provided us with her marketing expertise since the stud was established in 2002. She presents very creative ideas and considers how best to implement them cost effectively using a variety of marketing methods to ensure maximum effect.”

    Julian Dollar, General Manager, Newsells Park Stud
  • ” Pace Marketing Solutions has an invaluable combination of industry knowledge and marketing expertise. Their positive attitude and flexible approach has resulted in practical and cost effective marketing initiatives being recommended and delivered.”

    David Redvers, Director, Tweenhills
  • “The company has gone from strength to strength, helped hugely by the involvement of Pace who contributed many great ideas over the years of which I am hugely appreciative. “

    Nigel Armstrong ICIOB, Chairman, RW Armstrong