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Great British racing is the official marketing and promotional body for British horse racing. It aims to grow the interest and participation of the sport. On November 30th, 2021, Great British Racing launched its ‘Racing is Everyone’s Sport’ campaign to support Stonewall’s annual Rainbow Laces activity. The campaign aims to encourage and welcome everyone to the sport regardless of race or sexuality.
The campaign’s objective was to support Great British Racing with the staffing to deliver their campaign materials in racecourses across the UK. The activation aligned with their campaign ‘racing is everyone’s sport’ to help position racing as an inclusive sport. In addition to the campaign, Great British Racing encouraged all the jockeys to wear rainbow armbands and rainbow pin badges to show their support to racing’s LGBT+ community. Our brand ambassadors helped deliver these items to racecourse staff and spectators on the race days.
GottaBe! have a pool of over 4,500 Brand Ambassadors ranging in age, ethnicities, and backgrounds and this campaign was no different. With a diverse team of Brand Ambassadors, we were able to select staff from marginalised groups that were representative of the campaign to ensure the messaging was authentic and engaging.
The mechanics of the campaign saw GottaBe! provide staff for Aintree, Chepstow, Wetherby and Wolverhampton racecourses. Each brand ambassador was given rainbow lanyards to hand out at each event to raise awareness of the campaign. It was important to Great British Racing that the staff identified with the community they were reaching and that no one was discriminated against.
