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 with details of the yearlings, incorporating a £10,000 Newsells Golden Bonus.
– a ‘smart yearlings’ campaign incorporating a branded tube of smarties together with a rotating wheel disc flyer promoting key winners and yearlings.
– capitalising on the strong brand colours of yellow and black with the theme ‘Choosing the right yearling isn’t black and white…. but if you add Newsells yellow things become a lot clearer’.
Advertising and Media Buying
An advertising plan is produced each year leading up to and during the sales or stud season, with advertisements designed to promote the yearlings and stallions reminding buyers of their key strengths and reflecting that year’s overall campaign theme. Success advertising featured in the UK and international racing press if a horse bred by the stud or stallion won a notable race.
Website
The website is regularly updated with current news, success, images, videos, as well as bloodstock updates on stallion progeny, mares pedigrees, foals and yearling information.
Email and social media
Branded emails are sent to key buyers and breeders timed to coincide with direct mail campaigns and key winners. Advice is provided on social media ideas and competitions related to the campaign themes.
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.