March and April are particularly busy months in the National Hunt racing calendar, and in this period Square In The Air oversaw two digital PR campaigns.

With the Cheltenham Festival quickly followed by Aintree’s Grand National Festival, it was the perfect time to work with trusted journalists among racing media to place brand-led interview opportunities and quotes focused around the major races and key narratives.

Activity

SITA selected Cheltenham Festival-winning jockey Jody Townend for our first campaign. Townend was able to give thorough insight into the powerful Willie Mullins yard ahead of the Festival, with journalists invited to interview her over Zoom and grab the latest info from Closutton, while SITA tailored questions for press release content focused on the main talking points to gain further media traction.

When Aintree week rolled around, SITA arranged a Zoom interview with Willie Mullins’ right-hand man David Casey, who was able to offer an in-depth preview of the yard’s Grand National runners and chances throughout the week. This offered a great opportunity for journalists to pick the brains of an important cog within the Closutton wheel, and even get a tip or two for the Grand National!

Result

SITA delivered high-domain authority, valuable backlinks across both campaigns, showcasing our strong contacts within the racing industry and ability to construct newsworthy press releases from our questions.

Online, quotes from the interviews gained coverage in national titles (Daily Mirror, Daily Express, Daily Star), major Irish news sites (Irish Mirror, Irish Examiner, Belfast Live, Extra.ie) and horse racing/sports news sites (Racing Post, City AM).

The campaign showcased SITA’s ability to produce successful PR campaigns centred around horse racing, showing the versatility and wide breadth of expertise on the team.

Interested in finding out more about digital PR campaigns? Get in touch!