04 Mar Creative team at Mercury charms over 3,500 racegoers at Lucky in Love race night

When it comes to organising creative events, Mercury Design and Marketing recently proved it really does hold the key to success.

Beverley Racecourse tasked the full service communications agency with developing a brand for and launching a new themed race night at the popular venue this year to attract a new generation of racegoers. In fact, it was so successful that the company has been commissioned to organise it for the second year running next year.

Mercury’s talented events team rose to the challenge and created a theme whereby racegoers were given either a padlock or key on a lanyard on arrival and the challenged to find their match, with the chance of winning one of £2,000 worth of prizes. Branded “Lucky in Love”, the networking style event was a huge success, with more than 3,500 racegoers turning out to take part in the fun and the racecourse was literally awash with padlocks and keys.

Mercury – which also designs all of Beverley Racecourse’s corporate literature and website – managed a fully integrated marketing, digital and PR campaign for six months before the event, with huge levels of local media coverage secured in the run up to the event, as well as members of the BBC Look North team presenting live from the racecourse at the event itself.

In addition, social networking through Facebook and Twitter raised the profile of the event and striking posters and invitations were displayed in most bars, pubs, restaurants, hair salons and health clubs across the region.

Six horse races also took place on the night and Sally Iggulden, racecourse manager, was delighted with the final product. A group of Lucky in Love Ladies and Gents, wearing eye-catching pink t-shirts with the words “Daren’t ask… ask me!” on the back, were circulating the enclosures to encourage people to try their locks and keys out with people they didn’t already know.

Sally said: “We knew from the outset that this event was going to be incredibly popular, because it’s completely different to anything we have done in the past at the racecourse.

“Our pre-booked ticket sales were impressive for an event in its first year. I have no doubt that this is a fixture that will become as much in demand as Ladies Day is.

“Everyone had a fantastic time and the padlocks and keys theme just got people talking, whether they were single or just looking to have a good time. Lots of groups of friends and work colleagues came along too. I am extremely grateful to the 14 businesses that provided prizes for the racegoers who found their matches.”

Mercury worked tirelessly to get 14 partners on board for the event, who all offered fantastic prizes to racegoers on the night. These included: First Hull Trains, Cerutti’s and Sugarbird boutique, as well as KP Club, The Beverley Hat Company and Sessions Spa. In addition, Beverley Polo Club, Lily Lolo, The Peppertree Florist and Lazaat all showed their support for the event, along with Hull FC, Hull Truck Theatre, Brantingham Parks Health and Wellness Club and Muddy Matches.

Kelly Todd, director at Mercury and event manager for the Lucky in Love race night, said: “We’re thrilled that the event was such a huge success. When Beverley Racecourse first approached us with the task of creating a themed race night that would attract a new generation of racegoers, we knew we were on to a winner with the Lucky in Love idea – it was fun and quirky, yet completely upmarket.

“We even organised things like a Best Dressed competition on the night and we ensured The Journal photographer was on hand to capture the event too. Now, we’re looking forward to upping the ante even further next year.”