The Under 18s Race Free Treasure Hunt will take place across two special family racedays this Christmas, with both days offering completely free entry for under 18s
5th December 2019, London: Great British Racing, the promotional arm of British Horseracing, can today announce an exciting new initiative, The Under 18s Race Free Treasure Hunt, which will bring horseracing to life for hundreds of families and youngsters through the innovative and engaging use of Augmented Reality (AR).
Created with the aim of further enhancing horseracing’s offering for families, which already sees free entry provided for under 18s at almost every racecourse on almost every day of the year, The Under 18s Race Free Treasure Hunt also delivers a compelling opportunity for future brand partners. The activation, which will be introduced at Ascot Racecourse on Saturday 21st December and at Newbury Racecourse on Saturday 28th December, will encourage families to visit key areas of the racecourse, educating them about the sport in a way that is highly interactive, visually stimulating and hugely entertaining for all ages – in addition to delivering active fun, quality time and fresh air for all the family, all alongside an exhilarating afternoon of horseracing action.
To take part, families simply have to download The Under 18s Race Free Treasure Hunt App*, which will provide interactive clues that direct them to various waypoints around the racecourse, educating users with interesting facts and insights about horseracing. Each waypoint will feature a QR code which, when scanned using the App, will trigger an interactive animation, with a character that pops up to surprise and delight.
The animations have been designed to be highly shareable on social media platforms, building awareness and visibility for horseracing, and communicating the types of activities that families can expect to enjoy during a day at the races. Once all clues have been completed, participating children will receive a free AR compatible T-shirt that triggers celebratory animations – which can be kept and shared time and time again.
The Under 18s Race Free Treasure Hunt concept was created by award-winning sponsorship and marketing consultancy, Brand Affair, who have also developed the campaign. Following the two initial racedays at Ascot and Newbury, the concept will be rolled out at a number of racecourses across the summer months, underpinning Great British Racing’s successful Under 18s Race Free campaign which has seen huge levels of engagement with family audiences in recent years.
Earlier this year, Great British Racing shared research divulging that more than 80% of parents feel that cost prevents their children from participating in activities outdoors. A day at the races delivers fresh air, exercise and excitement and, through the Under 18s Race Free campaign, affordability for families. Over the Christmas Holidays alone, there are 48 family-friendly racedays taking place across the country offering free entry to under 18s, with festive entertainment this year including carol singing, funfair rides and even an animatronic polar bear, all in addition to the sporting spectacular of the horseracing itself!
As well as The Under 18s Race Free Treasure Hunt, other entertainment at Ascot’s Christmas Family Raceday on Saturday 21st December includes visits from Father Christmas and his reindeer, story-telling from Mrs. Christmas, face-painting, a carol singing concert and more (tickets from £26, accompanied under 18s are admitted free of charge); while Newbury’s Challow Hurdle Day on Saturday 28th December brings a whole host of additional free family-friendly entertainment such as meet and greets with Frozen’s Elsa and Olaf, and even a slime workshop for those who want to get their hands dirty (advanced adult tickets from £19.80, accompanied under 18s are admitted free of charge).
Toby Shaw, Director of Communications & Marketing at Great British Racing, said: “Great British Racing is continuously innovating and finding new ways of providing added value for families. The Under 18s Race Free Treasure Hunt will bring something completely new to British horseracing; and something that encourages the whole family to spend active time together in the fresh air, at a cost that they can afford.
“When you combine this with the brilliant horseracing spectacular, alongside the exciting festive activities on offer at Britain’s racecourses, – and the incredible fact that this is all completely free of charge for under 18s – horseracing offers an absolutely unrivalled day out for the whole family.”
Jon Lane, Founder of Brand Affair, said: “Through The Under 18s Race Free Treasure Hunt, we have delivered an exciting initiative that continues to build on Great British Racing’s hugely successful Under 18s Race Free campaign, while also delivering a platform that will allow partner brands to engage with huge family audiences nationwide in the future.”