Union JACK radio has announced a brand collaboration with QIPCO British Champions Day, the raceday and the conclusion to the British Flat Racing season, at Ascot Racecourse on Saturday 19 October.
With the overarching objective of engaging new audiences with QIPCO British Champions Day, the partnership comprises a range of music and comedy-focused activity that will be played out on Union JACK radio and online in the build-up, as well as live from the racecourse.
National digital radio station Union JACK has made a name for itself playing only the best of British comedy and music. Keeping this at the heart of all activity, key marketing activations include:
• The creation of a hilarious video starring Union JACK presenter and renowned impressionist Josh Berry, who impersonates a range of racing’s most celebrated personalities including jockey Frankie Dettori and trainer Aiden O’Brien, both of whom will make an appearance at QIPCO British Champions Day, alongside other colourful characters such as Boris Johnson, Andy Murray and Donald Trump. Described by Rob Brydon as a “remarkable new talent” and by Jon Culshaw as “absolutely superb”, Josh Berry’s impressions in this video bring to life a whole new perspective on QIPCO British Champions Day, resulting in absolutely hilarious output for fans of both comedy and sport.
• Union JACK will provide music to guests at QIPCO British Champions Day on Saturday, with a live DJ-set taking place in the Chalet Bar throughout the afternoon playing the Best of British. Union JACK DJ Rich Smith will then warm up guests in the Thunderdome, ahead of a live headline performance from legendary DJ-duo Basement Jaxx at the QIPCO British Champions Day After Party.
• Guests at QIPCO British Champions Day who download the Union JACK app will be offered the chance to enter an exclusive competition to win VIP upgrades to the Basement Jaxx DJ set;
This is all in addition to a number of on-air promotions for QIPCO British Champions Day which have been broadcast on Union JACK radio throughout October, alongside online activity at unionjack.co.uk.
Hamish Law, National Head of Sales and Digital for Union JACK, who has overseen the partnership said: “Union JACK is a national radio station that offers a weekly audience of more than 150,000 people who choose to listen because they enjoy our focus on the very best of British comedy and music. This lends itself perfectly to supporting QIPCO British Champions Day in their ambition to tap into an audience that is highly engaged and who will value an output that is original, entertaining – and yet which keeps horseracing and the day itself at the very heart.”