edinburgh woollen mill ultimate ladies night monday coverage summary and campaign

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Edinburgh Woollen Mill Ultimate Ladies Night Monday 1 August – Carlisle Racecourse

Media Summary Case Study

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Media Success• 30 pieces of national media coverage, including DPS in Daily Mail, Sky Sports News,

Radio 4, Channel 4 Racing, front page picture lead Racing Post, Metro, The Guardian, The Express

Strategy• Photo Launch – in order to generate a media buzz around the world first Ultimate

Ladies Night aiding pre and post publicity coverage, HRSM Ltd organised a photo launch, with Hayley Turner, Laura Pike and Sophie Doyle.

• Press Morning with Meregan Norwood – To engage regional media, HRSM organised a press morning with Meregan Norwood, breast cancer survivor, who rode in the charity race in aid of Breast Cancer Care and Breast Cancer Campaign

• HRSM organised exclusive Daily Mail photo call with leading lady jockeys • HRSM executed a full on the night media strategy, managing and instigating a

national photo call and press office. Photo call with group of lady jockeys, as well as with Alexandra Burke and jockeys Amy Scott and Sophie Doyle.

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John Baker, Group Director of Operation, Jockey Club We engaged HRSM to maximise media coverage (particularly National) of Carlisle Racecourse's world first ladies only race fixture, aiming to raise the profile of the event and generating footfall. The ideas, professionalism, commitment and enthusiasm shown by HRSM for the project was fantastic and the results speak for themselves - a record crowd for a Carlisle Ladies Night (by 2,000 people) at 10,555 plus wall to wall national media coverage in print, broadcast and radio including a double page spread in Saturday’s Daily Mail. We would have no hesitation in engaging HRSM again for further projects.

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Tuesday 5 July Racing Post & racingpost.comCirculation: 56,507Readership: 155,394Racingpost.com unique visits/month: 5.5 million

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Friday 8 July Metro & metro.co.uk Circulation: 1,383,905 (national)Readership: 3.3 millionmetro.co.uk: unique visits/month4.2 million

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Monday 11 July Daily Mail and dailymail.co.ukCirculation: 2,117,030Readership: 4.8 million Dailymail.co.uk: unique visits/month:40.5million

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Thursday 21 JulyHorse & Hound and horseandhound.co.ukCirculation: 52, 176/week Readership: 257,000/weekHorseandhound.co.uk: unique visits/month: 580,000

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Thursday 21 July Newbury Weekly News & newburytoday.co.ukCirculation: 22,000/weekReadership: 65,000/weekNewburytoday.co.uk: Unique visits /month:181,619

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Saturday 23 July Daily Mail and dailymail.co.ukCirculation: 2,117,030Readership: 4.8 million Dailymail.co.uk: unique visits/month:40.5million

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Saturday 30 July Daily Mirror & mirror.co.uk Circulation: 1,172,785Readership: 3,314,000Mirror.co.uk: unique visits/month:9.3 million



Tuesday 2 August Express & express.co.uk Circulation: 646,384Readership: 1,621,000Express.co.uk: unique visits/month: 2.1 Million



Tuesday 2 August Guardian & guardian.co.ukCirculation: 271,938Readership: 1,103,000Guardian.co.uk: unique visits/month 40 million



Tuesday 2 AugustRacing Post & racingpost.com (front cover

and picture story)Circulation: 56,507Readership: 155,394Racingpost.com: unique visits/month: 5.5 million



Wednesday 3 August Racing Post & racingpost.com Circulation: 56,507Readership: 155,394Racingpost.com: unique visits/month: 5.5 million



Broadcast & Radio coverage

• Saturday 16 July - Channel 4 Morning Line – referenced • Wednesday 20 July - Border TV, (ITV Regional) – 3 minute feature on Meregan Norwood and

the Ultimate Ladies Night • Friday 29 July - Talk Sport Breakfast Show - 5 minute interview with Kirsty Milczarek talking

about life as a jockey and Ultimate Ladies Night • Monday 1 August - Border TV Live reporting from Ultimate Ladies Night • Tuesday 2 August - Radio 4 Eddie Marr Programme - 3 Minute feature on Ultimate ladies

Night interview with Diane Sayer • Sky Sports News – referenced in news • Monday 8 August – Radio 4 Woman’s Hour

edinburgh woollen mill ultimate ladies night monday coverage summary and campaign

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