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Get in touchWilliam Hill: Grand National activation stunt
The Ask
Create an activation in the Grand National’s home city that organically created awareness, anticipation and memorability of William Hill’s sponsorship, rather than aggressively push this for customer acquisition. As specialists in regulated gaming communications, Square in the Air understood both the creative opportunity and the compliance demands of a live public activation for a licensed gambling brand.
The Idea
A 4-minute film projected onto St Johns Beacon in Liverpool city centre.
The film would connect both William Hill and The Grand National’s heritage. Using the course’s most defining imagery and the voices that carry its history. Archival footage of Red Rum. Lucinda Russell, AP McCoy and more, brought together by what the race means, not just what it offers.
AP McCoy and Leonna Mayor were interviewed on-site. The footage and photography captured that day went to press and across William Hill's social channels across the 72 hours before the flag dropped, a precise distribution window designed to land when attention was at its highest. Our press office and social strategy encompassed paid social and influencer support to ensure strong engagement
The Output
The activation reached 1.4 million users across three social platforms. 79k engagements. Coverage in Racing Post, At The Races, Racing TV, the Daily Mirror, the Daily Express, the Independent, Yahoo, MSN and PR Week, a result that crossed racing, national and industry press simultaneously.
A live city-centre projection, built on the dual heritage of William Hill and the Grand National, that gave the brand genuine presence in its sport at the exact moment it mattered most.
1.4m
users reached across three social platforms
79k
engagements
