The Client:
Best Mate, was one of the most famous and popular British National Hunt Horses of the 20th Century. The only horse to have won three Gold Cups since Arkle achieved a three timer in the 1960s and Golden Miller’s five timer in the 1930s. Our client was the horse’s trainer, Henrietta Knight.
The Brief:
To efficiently and cost effectively manage mass public interest in Best Mate whilst also raising funds for the owner’s preferred charitable causes.
A Threefold solution:
· Two Open days attracting tens of thousands of fans and national and local television and racing/equestrian media coverage
· The development of a Best Mate logo and charity gift collection
· The launch and management of both a ‘fan club’ site for the horse and linked site for Henrietta Knight and the lateTerry Biddlecombe as racehorse trainers.
The results:
· A win-win high profile for the trainers and horse, attracting new owners to the yard
· Tens of thousands of pounds raised for charitable causes through Open Day ticket sales, sponsorships and charity auctions; plus merchandise sales.
Project Period: 2001-4
Last updated: 2005