Tom Profile Picture

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.

Getting Social

One key development in the strategy for promoting World Pool in 2022 was the creation of an official Twitter channel, @WorldPool.

Twitter screenshot of case study

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.

Head to Head horse racing
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.

WorldPool case study
Horse in winners enclosure
Winning a cheque at Horse racing
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..

World map
Twitter screenshot case study

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.

Analysing graphic of WorldPool