Musselburgh Racecourse, East Lothian
Musselburgh Racecourse is the jewel in the crown of Scotland’s race tracks. A five star VisitScotland visitor attraction, the racecourse has been transformed in recent years from a down-at-heel poor relation to one of the UK’s most stylish and successful small racecourses.
In 2004 general manager Bill Farnsworth brought Sure PR in to handle all media relations and to work with the in-house marketing team led by Claire Sheppard.
Together the PR and marketing initiatives have brought crowds flocking to the course in record numbers. The annual Ladies Day meeting has become established as one of the most glamourous events in the racing and social calendar and in June 2007 Ladies Day created a new record when Musselburgh became the first Scottish course to sell out a race meeting in advance.
The PR campaign has ranged from almost weekly hits in the local press to fashion shoots with the reigning Miss Scotland and regular news updates for key racing journalists.
In addition to generating publicity for Musselburgh’s 26 race meetings each year, Sure PR has handled all media activity concerning controversial plans to build an £11 million all-weather track. The project, which faced strong opposition from local residents, was the subject of a lengthy Public Inquiry and generated many column inches in the local and national press before the application was rejected by Scottish Ministers.
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