Harrison Fraser

Creating brands,
creating places

Royal Ascot Racing Club

Cultivating prestige

  • Engagement
  • Print
  • Copywriting

Limited to 2000 members, with the annual membership fee averaging five figures, Royal Ascot Racing Club is the embodiment of prestige.

Whilst being privy to a syndicate that owns and trains horses purchased by HM The Queen’s racing manager, and gaining access to a private club-owned restaurant in the heart of the new grandstand, are illustrious parts of the package, selling uber-premium products to the most prosperous of consumers is little to do with detail and everything to do with a mood of exclusivity.

Our extensive past-portfolio within the industry as a whole and, more specifically, our work concerning the psychology of racehorse ownership, made us the perfect agency to refresh Royal Ascot Racing Club’s membership proposition. From stakeholder analysis to reviewing journey to purchase, we deciphered the truth that would cut through to its maturing clientele and a new generation of affluent members.

Channelling our extensive exploration, we then copywrote, designed and managed the production of a premium brochure to act as a bespoke and beautifully crafted manual for the RARC’s nascent and heritage members.

“H:F should be proud of what they have delivered, it looks fantastic.”

Chris Bevan, Head of Marketing