The Racing Post Newspaper had been closed for ten weeks over the coronavirus lockdown, but was making a comeback to coincide with the return of racing. 

With a brief to amplify the relaunch, we wanted to make as big a bang as possible. Inspired by The Last Dance on Netflix, we announced it was returning by posting a Michael Jordan-style tweet entitled “We’re Back”, resulting in in their most shared, retweeted and engaged with social post ever for Racing Post, with over 3,000 social engagements.

Over the duration of the campaign we landed over 125 pieces of coverage and secured interview slots for the editor of the newspaper on the BBC and Sky News, as well as lively social engagement from racing heroes such as AP McCoy and Ed Chamberlin.

And for the final furlong seeing us race over the finish line, we delivered the first edition to the Racing Post’s most famous fan – The Queen!

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