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Ascot Racecourse launched an exciting new campaign that aims to unlock the elegance inside everyone ahead of the highly anticipated Royal Ascot 2024.
In collaboration with creative agency Dark Horses and renowned fashion photographer Carla Guler, Ascot's latest efforts build upon the success of its 'The Ascot You' strategy launched last year.
The campaign showcases a series of captivating stills, picturing individuals exuding elegance in their everyday environments, with a subtle nod to the opulence of Ascot attire.
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From a casual stroll to the local launderette to tending to the allotment in style, the extravagant photo set is meant to capture the essence of the brand's "Ascot You" ethos.
"We all have a side of us that wants to go full-on glitz and glam, and Ascot is the perfect place to unleash it," shared Dark Horses Executive Creative Steve Howell.
"We wanted the outfits to be imbued with a sense of the personality wearing them, and we've begun to push the work towards more archetypal characters for a greater demonstration of what the 'Ascot You' can be."
Why It Brought Back 'Ascot You'
Felicity Barnard, commercial director and deputy CEO of Ascot Racecourse, explained why the British Racecourse brought back its iconic 2023 campaign.
"Following the tremendous success of last year's 'Ascot You' campaign, we recognized the need to infuse it with fresh perspectives and new faces," she shared.
The deputy CEO also expressed her enthusiasm for the campaign's evolution.
"We can't wait to see how our attendees compare to the wonderful characters depicted in these ads," she added.
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The Ascot You campaign will be shown across various mediums including print, out-of-home displays, and online platforms, and will also reintroduce the TV spot from 2023.
Royal Ascot holds a distinguished legacy spanning over two centuries, boasting eight Group One races and a total of 19 Group races.
The event is known for its unmatched prestige and cult following, drawing a global audience of 275,000 racegoers and igniting the passions of viewers in 175 countries worldwide.
The Royal Ascot is scheduled to take place between June 18 and 22.
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