The Jockey Club is the largest commercial horse racing organisation in the United Kingdom. Owning 15 of the UK’s most famous racecourses—including Epsom Downs, Cheltenham, and Sandown Park—the institution is deeply rooted in British sporting heritage, delivering world-class entertainment, hospitality, and prestigious racing events nationwide.
While operating as a designer at Cubiq design agency, I was tasked with leading a major campaign creative for The Jockey Club, one of the agency's premier clients. They approached us to deliver a comprehensive, multi-channel design strategy for the Coral Summer Festival at Sandown Park, aiming to drive digital engagement, ticket sales, and local event awareness.
The core challenge was balancing the rigorous, traditional brand guidelines of The Jockey Club with a fresh, high-conversion marketing campaign. Operating within a large organisation meant navigating and consolidating multiple streams of stakeholder feedback.
From a user experience perspective, the goal was highly marketing-led: we needed to sift through massive libraries of client imagery, simplify complex event details, and build a narrative that naturally educated users as they scrolled. Crucially, the landing page had to be designed from the ground up with a mobile-first approach, utilising strategic layouts and persistent Call-to-Actions (CTAs) to convert casual browsers into ticket buyers.
To meet the challenge, I designed a high-performing desktop and mobile landing page specifically for the Coral Summer Festival, creating an intuitive flow that detailed both Ladies Day and the Eclipse Day. This included building responsive layouts with sticky navigation for easy access, alongside high-converting email campaign templates to capture and nurture leads from the 20% off sign-up forms.
Beyond the web, the campaign went omni-channel. I designed large A-format Out-of-Home (OOH) advertising posters deployed in high-foot-traffic areas like the London Underground. To capture attention on-site and digitally, I produced motion graphics animations that ran across digital displays throughout Cambridgeshire and on massive racecourse screens during lead-up events.
The campaign successfully streamlined a complex multi-day event into a clear, compelling digital and physical experience. By creating a modular, high-conversion landing page structure and a versatile suite of physical assets, the designs established a powerful blueprint. The frameworks and creative assets developed for this project were successfully reused and adapted for future events across various other Jockey Club racecourses.