The Deliverables

Heritage bookmaker William Hill has a long-standing reputation as a trusted racing brand and this ties in perfectly with the storied history of the Grand National. We wanted to celebrate this using a nod to the past and present day, combining historic legends such as Red Rum and modern day greats with footage of wins from William Hill ambassadors Lucinda Russell, AP McCoy and more - using the course’s iconic elements that make the race so unique to tie it all together.

Our showpiece film helped to build anticipation for the Grand National, create an atmosphere of celebration, reflect on the heritage and prestige of the great event, while promoting William Hill’s association with the Grand National Festival.

Interviews with attending ambassadors AP McCoy and Leonna Mayor were conducted on-site, with stunning video and photography captured sent out to press alongside William Hill’s social channels in the 72 hours prior to the flag dropping.

Our hard-working press office and social strategy encompassing paid social and influencer / celeb support ensured strong engagement and coverage of the visual art project at a key moment for the brand.