The going good for SITA at Cheltenham 2017

By admin In Client news, Experiential, Industry, News, PR, Social media, Staff April 5, 2017

Cheltenham is always one of the busiest times of the year in the industry – and unsurprisingly, we had plenty of involvement in this year’s Festival.

Working for a range of clients, from traditional PR to stunts, field marketing and social media, here’s a taster of how we ensured there were plenty of winners at Prestbury Park.


SITA were involved in a variety of ways for Betway, ensuring the bookmakers gained as much exposure as possible during Cheltenham week.

We interviewed and wrote up daily blogs for ambassadors Richard Johnson and Davy Russell, as well as securing interviews with the two jockeys on ITV and RacingUK. SITA were also on the ground to circulate betting comment from Betway’s Alan Alger (featured in the MailOnline and Irish Mirror), as well as liaising with traders to hand out any price movements and odds to journalists.

SITA also handled Betway’s tweets on the Festival, with engagement notably strong during the week compared to the account’s average.

Better Collective

We worked with two of leading affiliate Better Collective’s brands, bet-bonus code and bettingexpert in a significant PR push for the Festival.

SITA sourced, signed-up and launched Champion Hurdle and Champion Chase winning jockey Noel Fehily as a brand ambassador for bet-bonus code, writing daily blogs and sourcing interview opportunities, which were picked up by the media.

Another brand under the Better Collective umbrella, bettingexpert, were able to enjoy a successful week too, with a series of infographics getting placements in publications such as the MailOnline.

Created in-house by SITA’s design team, the eye-catching graphics helped Better Collective past the winners post in style.


Racing Post

Unsurprisingly, Cheltenham week is one of the busiest of the year for the Racing Post, who we helped to take full advantage of the Festival.

We were on hand to help launch their on-course #Tweet4Tips vending machine stunt, where an army of experts were on hand to dispense instant tips to punters.

SITA also helped promote the Racing Post’s Arkle Scheme – arranging for Champion Jockey Richard Johnson to present the winning groom with a cheque, as well as getting a mention on ITV’s live coverage.


Our experiential division worked with a number of brands at the festival, such as Timico, Betway and Cheltenham Racecourse itself, providing brand ambassadors and promotional staff.

As SITA Head of Experiential Laura Puddle explains:

“During the Festival, we provided a number of brands with staff, executing the recruitment, training, and live management for each client’s campaign.

“Brand ambassadors are key to the success of many events, making the different between just being aware of certain brand offerings, to being engaged and emotionally involved.

“We take a unique approach to sourcing the right people for each brand, ensuring staff can fully embody the brand and key messaging required. As a result, we ensured a successful Cheltenham for all of the clients we worked with.”


City AM

Racing Trader and SITA MD Bill Esdaile stepped up his weekly articles for City AM, to produce three pages for the newspaper on each day of the Festival.

As always, punters who followed Bill’s advice would have been in the money. He rounded off a week of top tipping with outsider Sizing John in the Gold Cup – who romped home to ensure City AM readers (and a few in the SITA office) finished Cheltenham on a high.