Virgin Bet x Goodwood Racecourse
29th August
On Saturday 29th August at Goodwood's August Bank Holiday race day, Virgin Bet sets out to make more of the entire race-day experience, starting before racegoers even reach the course. The Each Way Express is a Virgin Bet VIP shuttle connecting Chichester station with Goodwood Racecourse, with a host on board to welcome racegoers and make the journey part of the occasion, with exclusive rewards & surprises along the way.
A day at Goodwood starts long before the first race.
Set in the South Downs, Goodwood Racecourse sits more than five miles from its nearest railway station at Chichester. For thousands of racegoers, getting from the station to the course is part of the experience.
Virgin Bet saw an opportunity to make that journey more memorable.
As part of its A Good Bet brand mission, the campaign looks beyond a single moment or activation and considers the race day as a whole, from travelling to the course to enjoying the action once inside.
The result was a series of experiences designed to give racegoers a little more from their day.
On the Saturday of the August Bank Holiday, selected passengers travelling from Chichester station to Goodwood will receive an unexpected upgrade aboard The Each Way Express.
Select racegoers will board the Virgin Bet VIP shuttle, with goodie bags and additional surprises turning what would usually be a transfer to the racecourse into part of the day itself.
The campaign also focuses on helping racegoers feel more confident on their journeys to and from events.
Through Virgin Bet's partnership with personal safety app WalkSafe+, users have access to features including safer route planning, journey sharing and tools that allow trusted friends and family to follow their journey in real time.
The takeover continues inside Goodwood.
Virgin Bet app users are able to access Queue Jump, a dedicated fast-track queue at the Sussex Bar, while racegoers can also visit the Virgin Bet horsebox photo booth to take home a souvenir from the day.
Virgin Bet's A Good Bet brand mission is built around the idea that the experience should be exciting and rewarding beyond the outcome of a bet, while ensuring players remain in control and bet responsibly.
At Goodwood, that meant looking beyond traditional race-day sponsorship.
Rather than putting the focus on one activation, Virgin Bet built experiences around different parts of the customer journey making the trip to the course more entertaining, supporting safer journeys, reducing queues and adding positive rewards for racegoing fans.
As Virgin Bet Marketing Director Dominic Vye explained, the aim was to think differently about the race-day experience and reward customers beyond the bet itself:
"Rewarding our customers is at the heart of what we do at Virgin Bet, so we wanted to use Goodwood as an opportunity to think a little differently about the race day experience. Rather than focusing on one moment, we've looked at the day as a whole and built experiences around the parts we know matter most to our customers. It's a great example of how we bring A Good Bet to life, by rewarding our customers beyond the bet itself, while always making sure betting stays safe and responsible.”
Tony Langenegger, Partnership Director at Goodwood Racecourse, continued:
“A day at Goodwood is about much more than the racing alone, so it's great to be working with Virgin Bet on an activation that adds to the experience for our racegoers. It's a thoughtful way of recognising that every part of the day matters to our visitors, and we're looking forward to seeing racegoers enjoy everything that's planned.”
For anything press-related, contact
press@virginbet.com
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