Case Study
World Pool Worldwide Marketing
A landmark year for promoting World Pool, the planets deepest and most liquid pari-mutuel pools.
PUBLISHED: 01/03/2023
Overview
Our role as PR and marketing partner to the World Pool’s creator and host, the Hong Kong Jockey Club, is to raise awareness and manage the publicity of this brilliant product.
Why
World Pool launched in 2019, with punters from across the globe able to bet into one single pool during the week of Royal Ascot.
Fast-forward to 2023, and the World Pool was active for a record 131 races in the UK & Ireland, as well as breaking new ground in Australia, Germany, South Africa, Argentina, Saudi Arabia and Dubai.
Identity Creation
Since creating the identity back in 2021, Square in the Air have ensured that all World Pool branding, positioning and advertising is displayed effectively and consistency at the racecourses and across all printed and digital materials through the creation of thorough brand guidelines.
Brand Guidelines
Our 30-page brand guidelines document is a great example of the range of output we’ve considered for the brand from initial launch through to the forward-thinking future-proof marketing to come.
We’ve particularly considered use of the brand when positioned with partnership brands so that each brand gets the correct level of recognition. Examples such as the Tote, Hong Kong Jockey Club, TAB, specific racecourses etc.
Design Output
Our team design reactive, informative and interactive content for various Worldpool feeds and mediums. For example, creating engaging adverts for racedays explaining the concept to new visitors, all the way to advertising upcoming fixtures and features in various timezones across their social channels.
Reaching the World on Social
Responsible for all organic content ideation, creation and publishing on the @WorldPool social media channels.
Impressions soared by 400% year-on-year from 2022 to 2023 as new audiences were targeted in Australia for the first time to showcase the involvement of World Pool in races such as the Cox Plate.
Live on the track at all World Pool days to capture engaging imagery and video.
Using the Frankie factor
Kicking off with a photo shoot ahead of The Saudi Cup meeting in February and updating his quarter-of-a-million social media followers with a blog ahead of each World Pool raceday, we worked closely with Frankie to raise the awareness of World Pool as much as possible.
We also filmed and edited a number of content pieces, including Frankie’s Favourite Silk, which featured on RacingTV as well as the big screen at Royal Ascot.
Moment of the Year
At each of the UK and Ireland’s 17 World Pool racedays, it was agreed that one standout winner would be selected to win a £1,000 prize and a bottle of champagne for the yard.
Each winner then entered the running to win £34,000 and be named World Pool Moment of the Year.
Square in the Air was on course at all meetings to liaise with connections and the media to arrange prize giving and broadcast interviews. The initiative was met with approval from across the racing industry and was well-received on social media.
The Result
World Pool betting turnover in 2022 increased by over 40% to £521million
World Pool gained media mentions in key racing and betting publications, such as the Racing Post, Racing TV, Sky Sports Racing, The Sun and Sporting Life.
World Pool Twitter has grown to almost 4,000 followers, hit a peak of 400,000 impressions on Derby Day at Epsom, and is working to an engagement rate of over 5%, having seen 389,000 total profiles visits in the process.
👋 Hello Twitter!
— World Pool (@WorldPool) January 20, 2022
Ready for a new year of World Pool events?
Stay tuned for all the latest news, info and insight into the world's most exciting betting pool for horse racing.#WorldPool | 𝐁𝐞𝐭 𝐖𝐢𝐭𝐡 𝐓𝐡𝐞 𝐖𝐨𝐫𝐥𝐝 🌏 pic.twitter.com/FCQcd1Kr71
Why
World Pool launched in 2019, with punters from across the globe able to bet into one single pool during the week of Royal Ascot.
Fast-forward to 2023, and the World Pool was active for a record 131 races in the UK & Ireland, as well as breaking new ground in Australia, Germany, South Africa, Argentina, Saudi Arabia and Dubai.
Identity Creation
Since creating the identity back in 2021, Square in the Air have ensured that all World Pool branding, positioning and advertising is displayed effectively and consistency at the racecourses and across all printed and digital materials through the creation of thorough brand guidelines.
Brand Guidelines
Our 30-page brand guidelines document is a great example of the range of output we’ve considered for the brand from initial launch through to the forward-thinking future-proof marketing to come.
We’ve particularly considered use of the brand when positioned with partnership brands so that each brand gets the correct level of recognition. Examples such as the Tote, Hong Kong Jockey Club, TAB, specific racecourses etc.
Design Output
Our team design reactive, informative and interactive content for various Worldpool feeds and mediums. For example, creating engaging adverts for racedays explaining the concept to new visitors, all the way to advertising upcoming fixtures and features in various timezones across their social channels.
Reaching the World on Social
Responsible for all organic content ideation, creation and publishing on the @WorldPool social media channels.
Impressions soared by 400% year-on-year from 2022 to 2023 as new audiences were targeted in Australia for the first time to showcase the involvement of World Pool in races such as the Cox Plate.
Live on the track at all World Pool days to capture engaging imagery and video.
Using the Frankie factor
Kicking off with a photo shoot ahead of The Saudi Cup meeting in February and updating his quarter-of-a-million social media followers with a blog ahead of each World Pool raceday, we worked closely with Frankie to raise the awareness of World Pool as much as possible.
We also filmed and edited a number of content pieces, including Frankie’s Favourite Silk, which featured on RacingTV as well as the big screen at Royal Ascot.
Moment of the Year
At each of the UK and Ireland’s 17 World Pool racedays, it was agreed that one standout winner would be selected to win a £1,000 prize and a bottle of champagne for the yard.
Each winner then entered the running to win £34,000 and be named World Pool Moment of the Year.
Square in the Air was on course at all meetings to liaise with connections and the media to arrange prize giving and broadcast interviews. The initiative was met with approval from across the racing industry and was well-received on social media.
The Result
World Pool betting turnover in 2022 increased by over 40% to £521million
World Pool gained media mentions in key racing and betting publications, such as the Racing Post, Racing TV, Sky Sports Racing, The Sun and Sporting Life.
World Pool Twitter has grown to almost 4,000 followers, hit a peak of 400,000 impressions on Derby Day at Epsom, and is working to an engagement rate of over 5%, having seen 389,000 total profiles visits in the process.
👋 Hello Twitter!
— World Pool (@WorldPool) January 20, 2022
Ready for a new year of World Pool events?
Stay tuned for all the latest news, info and insight into the world's most exciting betting pool for horse racing.#WorldPool | 𝐁𝐞𝐭 𝐖𝐢𝐭𝐡 𝐓𝐡𝐞 𝐖𝐨𝐫𝐥𝐝 🌏 pic.twitter.com/FCQcd1Kr71
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