Looking Glass is appointed exclusive experiential agents for Jockey Club London

Experiential space specialists Looking Glass, part of the Limited Space Media Group, announced its appointment by the Jockey Club Racecourse group’s London Region, including Epsom Downs, Kempton Park and Sandown Park Racecourses, as exclusive experiential marketing agents.

The appointment gives Looking Glass unparalleled access to the highest profile events in horse racing for its clients. Brands can target racegoers who are upmarket professionals with disposable income. The three London racecourses have a range of fixtures on offer. This includes themed fixtures, family fun days, Ladies’ Days, music nights as well as world famous sporting events like the Investec Derby Festival.

The partnership also provides brands booking through Looking Glass with access to entertainment hosted at the racecourses, such as a post-evening racing gig featuring Madness and a ‘beach party’ theme at one of the Epsom Down’s fixtures.

Nick Bedford, head of sales and general manager for Looking Glass, said: “Experiential marketing makes a true impact by becoming part of a stand-out entertainment experience, such as a day out at the races. Enjoying new experiences is part of a day out; brands’ association with such a positive event creates, in turn, a positive halo effect. Therefore our access to the Jockey Club’s London racecourses is a fresh new and memorable way for them to make an impact.”

Rupert Trevelyan, regional director for Jockey Club’s London region, said: “We’re delighted to be working with a company that has such knowledge and expertise in experiential and field marketing  to help key brands in bringing their products or services to life to the customers that our range of fixtures attract.”

The Jockey Club is the largest commercial group in the sport, and is responsible for world famous fixtures such as Investec Ladies’ Day and Investec Derby Day.