INTRODUCTION
We worked in partnership with The Jockey Club, the largest commercial group in British horse racing, and operators of the Aintree Racecourse, to sell off remainder Racecards, Parka jackets and fleeces after the world famous Grand National had taken place, with Children in Need benefitting from each sale.
IMPLEMENTATION
In the aftermath of the event, we were advised of significant materials that were left over which had no further commercial benefit to the Jockey Club. We approached the Jockey Club with a proposal to take possession of the remainder items and raise money for a charity of their choice in the process. Delivery was arranged to our storage facility shortly after the race. Not limited by any time or storage constraints, we marketed these items and made steady sales to customers from all walks of life
IMPACT
Children in Need benefitted directly from each sale and The Jockey Club were sent regular updates regarding progress of sales.