McGoldrick goes to the races
Down Royal Racecourse

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Down Royal Racecourse

McGoldrick goes to the races

Autumn 2016

Down Royal Racecourse is THE essential day out on these shores, offering racing action and fashionable socialising aplenty. The team at Down Royal wanted to attract even more young, hip folk to the races in the autumn and they asked for our help. 

After some detailed research on what influences 18 - 30 year olds to make purchasing decisions in Northern Ireland, we teamed up with one of the country’s leading young comedians, Shane Todd, to create a social content campaign to grab the attention of the youth. 

Shane’s alterego, Mike McGoldrick, is a man about town who lives the life of the rich and famous. The comedy character has amassed a huge following since its creation and Mike’s Facebook, Instagram and Twitter channels are a real favourite among tens of thousands of young people in Northern Ireland. 

Our idea was straightforward - to have a day at the races with Mike, showcasing all that’s good about Down Royal in a way that would resonate with younger racegoers. Film it and stick it on social - simple. 

Shane did an incredible job and produced one of Mike’s greatest performances. His tour of Down Royal Racecourse showcased the hosoitality, fashion and racing at the venue and this, combined with his perfect comedy timing, helped us create a video that was viewed 250,000 times in the first 24 hours on Facebook. 

Not only was the campaign a smash hit from an engagement perspective, but it also had a significant impact on the number of younger people attending the races. No photo finish here, it was a clear winner.