CASE STUDY
MAKING A SPLASH WITH WORLD POOL, BY TOM MARRIOTT
A landmark year for promoting World Pool, the planets deepest and most liquid pari-mutuel pools.
LAUNCHED IN
2019
NOVEMBER 2022
B2C PR ACCOUNT
DIRECTOR AND
HORSE RACING
BY TOM MARRIOTT
WHAT?
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 2022, and the World Pool was active for 21 meetings across the UK, Ireland, South Africa and the United Arab Emirates.
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.
HOW?
SOCIAL MEDIA
Getting Social
One key development in the strategy for promoting World Pool in 2022 was the creation of an official Twitter channel, @WorldPool.
Pictured:
First Tweet (Jan 20th 2022)
Square in the Air is now responsible for all organic content ideation, creation and publishing on the channel, as well as managing promoted posting.
DESIGN
Branding and Design
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.
PRESS OFFICE
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..
CONTENT GENERATION
Content
Creating a range of infographics, primarily for use on social media, to help educate and engage punters. We also signed Hong Kong-based British jockey Harry Bentley as an ambassador during the Qatar Goodwood Festival to provide video and blog content.
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.