Junior Account Manager Charles Orchard recaps the best bits of work from the B2C team in January.

Timeform Awards: Ka Ying Rising to the challenge 

For a third year SITA helped to build awareness and secure coverage for client Timeform by announcing their 2025 Flat Awards. 

There was a strong international interest this time around, with Hong Kong superstar sprinter Ka Ying Rising being named Timeform’s Horse of the Year, as well as Champion Sprinter of 2025. 

With members of the SITA team heading to Hong Kong in December for the Hong Kong International Races, we were on site to present Ka Ying Rising’s trainer David Hayes with his shiny plaque, providing the perfect photo call opportunity. 

Francis-Henri Graffard, trainer of Timeform’s 2025 Champion Middle Distance horse Calandagan, was also in Hong Kong, and we captured video content quotes from both trainers to include in our press release to announce the awards. 

This release was picked up by the Hong Kong Jockey Club, who also announced the news, broadening reach and driving further coverage of the awards. 

We achieved international coverage across publications in the UK, Ireland, USA, South Africa, UAE, Australia and New Zealand, making it a highly successful and wide-reaching campaign. 

The Pools 

Good things come to those who wait, and that’s never been truer than for 77-year-old great-grandfather Peter in Pontypridd, who recently won £291,000 with The Pools. 

We were thrilled to speak with Peter’s family to hear all about his success after 40 years of playing with The Pools, and arrange a photoshoot at his home in South Wales.

Peter selected eight score draws, including Manchester United’s 4-4 Premier League classic with Bournemouth, which made the jackpot all the sweeter for Peter being a Liverpool fan! 

Working with Peter’s family and the team at The Pools, we compiled a press release and range of imagery to share with media.

Peter’s remarkable personal story resulted in coverage in a range of titles, including Wales Online. 

Congratulations to Peter, his wife Janet, and we look forward to seeing the next big winner on The Pools! 

Jake Brown talks The Traitors  

January also gave us the chance to lean into one of the most talked-about events on TV, with a campaign built around The Traitors for BetWright. With the latest series dominating newspaper and social media timelines, we worked with last year’s winner Jake Brown to bring an insider’s take to the drama. 

We caught up with Jake to get his read on the remaining players, who he thought was playing a smart game, and which twists could still be lurking around the corner. His perspective as a former winner added credibility to the story, while the timing meant it landed right when audiences were most invested in the series. 

That combination proved a strong hook for entertainment desks, and the campaign secured strong coverage across a broad spread of national and lifestyle titles, including the Express, Mirror, OK Magazine, Radio Times, The Sun and Daily Star. Alongside the mainstream visibility, the coverage delivered a solid set of high-authority backlinks for BetWright. 

It was a neat example of how tapping into a big consumer story – and pairing it with the right voice – can turn a simple conversation into a run of national coverage. 

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