The Cheltenham Festival is an annual horse racing event that generates enormous crowds to a racetrack on the outskirts of the town. Hordes of racegoers flood the town each year, packing out hotels, restaurants and bars. But, for some reason, the town's destination food and entertainment centre, The Brewery Quarter, had struggled to attract and capitalise on the thousands of tourists. Visitors simply didn’t know about The Brewery Quarter and, as a result, didn’t bother visiting that part of Cheltenham.
Cheltenham’s Brewery Quarter increases social media engagement by 989%
What were the results?
Maybe* began working with The Brewery Quarter to use social media to attract the crowds of racegoers during the three-day event. Using a series of highly targeted Facebook posts and engaging chatbots to draw the racing crowds into town and into its venues, The Brewery Quarter was able to increase social media engagement and see a massive surge in footfall, experiencing its most successful races ever.
“Being able to see the connection between building an audience with racegoers who have never visited The Brewery Quarter before, to having conversations online with them, and then seeing them come into our venue was so rewarding."
Demelsa Coleman, Marketing Manager, The Brewery