Transforming Towcester Racecourse Into a Premium Events & Hospitality Destination

Project Duration: 1 October 2025 – 1 December 2025
Client: Towcester Racecourse
Service Areas: Brand Strategy, New Website, Social Media Growth, Paid Advertising, Positioning, Content Strategy & SEO


SUMMARY

Following a major management change, Towcester Racecourse required a complete brand, digital, and marketing transformation. The venue was widely perceived as a greyhound racing track, despite the objective of being perceived as one of the top event venues in Northamptonshire.

Our team implemented a dual-pillar strategic repositioning, a full new website, and a high-performance organic + paid marketing ecosystem. Within two months, the racecourse achieved substantial digital growth, fully booked its Christmas corporate hospitality events, and began repositioning itself as a premium events, corporate hire, and racing hospitality destination.

THE CHALLENGE

Towcester’s former marketing operations were outdated and racing-centric. Before our involvement, the venue suffered from:

Website Deficiencies

  • Homepage was 90% greyhound racing content

  • No clear path for Christmas, celebrations or corporate hire

  • Outdated UI/UX and poor mobile responsiveness

  • Missing events packages, pricing pages, or virtual menus

  • Weak SEO visibility, not ranking for key terms

Social Media Gaps

  • Facebook (27k followers) underutilized with very little venue content

  • Instagram lacked branding consistency and aspirational event visuals

  • LinkedIn was barely used for corporate market penetration

  • No video, storytelling, or premium visual brand identity

Brand Positioning Issues

  • Identity crisis

  • No differentiation vs. competitors

  • No premium, modern, hospitality-driven brand identity

THE STRATEGIC APPROACH

1. Dual-Pillar Marketing Strategy

Pillar 1: Racing at Towcester

Premium racing hospitality, race day experiences, and greyhound heritage.

Pillar 2: Venue at Towcester

Corporate away days, Christmas parties, conferences, weddings, exhibitions, and private hire.

This repositioning transformed public perception from “greyhound stadium” to “premium events & corporate hospitality venue”, while preserving racing heritage.

2. Complete Brand Update & Website Build

We redesigned the entire Towcester online experience:

Website:

  • New website focused on venue hire, seasonal experiences and racing

  • Dedicated journeys for:

    • Corporate events

    • Christmas parties

    • Celebrations

    • Racing and Racing Hospitality

  • Fully responsive mobile-first design

  • New branding: premium colours, elevated typography, modern layout

  • SEO content strategy aligned with venue-based and racing search terms

  • Migration of racing content into a more organised, easy-to-navigate section

Website Performance (1 Oct–1 Dec)

According to the website analytics report :

  • 16,058 new site users

  • 1,458 total sessions

  • 93,537 page views

  • 18 sign-ups

  • 21,967 total site users in the pipeline

  • Top-performing social media posts driving additional organic traffic (racing + venue hire content)

This confirmed early traction and improved engagement, even before the full SEO build-out.

3. Social Media Overhaul & Growth

Organic Social (1 Oct – 1 Dec 2025)

  • +564 new followers

  • 599,292 impressions

  • 3.72% engagement rate (excellent for sports/hospitality sector)

  • 3,196 reactions, 373 comments, 280 shares

  • 1,616 link clicks to the website

What We Delivered

  • New visual identity standards

  • Premium photography + video workflows

  • Storytelling formats to shift perception to events/hospitality

  • Racing hospitality promotional content

  • Corporate-focused LinkedIn strategy

4. Paid Advertising Campaign (LinkedIn)

To generate corporate enquiries for Q4:

Performance

  • Total Spend: £1,993

  • Impressions & Reach: 24,563

  • Clicks: 1,831

  • Average CPC: £1.09

  • Average CPM: £81.17

This campaign directly contributed to substantial corporate engagement and event enquiries.

5. Commercial Impact

✔ Fully booked two Christmas corporate party dates (with integrated racing hospitality)
✔ Venue enquiries increased significantly, especially for:

  • Christmas parties

  • Team-building

  • Conferences

  • Hospitality packages
    ✔ Improved perception across all social channels
    ✔ Strengthened brand against competitors

In just two months, the Towcester Racecourse marketing transformation reshaped the organisation's entire digital and commercial identity.

Through a combination of:

  • strategic repositioning

  • full website design

  • social media performance overhaul

  • targeted paid ads

  • premium brand uplift

…Towcester is now moving from a “greyhound track” to a leading events, hospitality, and racing destination in the Midlands.

This project demonstrates our agency’s ability to deliver high-speed, high-impact transformations across branding, digital strategy, and revenue-focused execution.

CONCLUSION

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English Greyhound Derby