Horseracing is one of Britain’s most loved past times. As the second biggest spectator sport in the country it’s been a part of our national identity for centuries.

A culture of innovation requires a way of thinking, in which experimentation is essential, and audacity to go against the grain is standard. When it came to creating such an atmosphere within the racing industry, a bit of fresh thinking was key.

Working with our long-standing partner The Racecourse Association, H:F’s involvement in the transformation of the modern racing experience began in 2008. In order to incite inspiration and aspiration we created an annual series of awards for innovation and excellence. A year-round programme of ideas gathering and sharing that culminates in a bespoke one-day seminar and black-tie awards dinner attended by guests from across the industry. From operations and events to CSR and Food & Beverage, the course and nationwide submissions to the RCA Showcase & Awards seek to continually evolve the sport sharing and honouring best practice.

H:F continues to contribute to the strategy panel through its annual seminar and subsequent Raceday Experience Forum meetings. We also designed and delivered the Showcase Awards identity including its most recent redesign and subsequent collateral.

“H:F don’t feel like an agency or an outsider to our work, but rather an integral part of the home team.”

Paul Swain, Brand and Experience Manager