London, 20 March 2024: Ascot Racecourse has unveiled a new campaign building on the winning formula of last year’s ‘The Ascot You’ strategy, showing that everyone has an inner elegance - and the perfect place to let that shine through is Ascot Racecourse. 

Developed in collaboration with Dark Horses and featuring shots by celebrated fashion photographer Carla Guler, ‘The Ascot You’ campaign invites audiences to embrace their creative, elegant, or glam selves at the world-renowned racecourse. 

The campaign gloriously showcases a variety of characters embracing the Ascot version of themselves whilst going about their everyday lives, beautifully dressed for the elegance of an Ascot event. From strutting down to the local launderette as if it’s the catwalks of Milan, dressing to impress whilst working the allotment, or even adding a few rhinestones a cowboy hat, the new out-of-home stills will be seen extensively on billboards, buses and taxis. 

Captured by Carla Guler, whose work has graced the pages of prestigious publications such as Vogue, Harper’s Bazaar, and Vanity Fair, the campaign's lavish scenarios exude elegance and charm.
Last year’s humorous TV spot also returns and is augmented by some superb new static imagery. The promotion will be showcased across print, out-of-home, and online platforms leading up to the highly anticipated flagship event, Royal Ascot, taking place from Tuesday, June 18th to Saturday, June 22nd, 2024. 

Felicity Barnard, Commercial Director and Deputy CEO of Ascot Racecourse, expressed her excitement about the campaign's evolution: "Following the tremendous success of last year's 'Ascot You' campaign, we recognised the need to evolve the platform by infusing it with fresh perspectives 
and new faces. We can't wait to see how our attendees compare to the wonderful characters depicted in these ads." 

Steve Howell, executive creative director at Dark Horses, added: “We all have a side of us that wants to go full-on glitz and glam, and Ascot is the perfect place to unleash it. We wanted the outfits to be imbued with a sense of the personality wearing them, and we’ve begun to push the work towards more archetypal characters for a greater demonstration of what the ‘Ascot You’ can be.” 

 

ENDS 

For more information please:
 
Visit: www.ascot.com/royalascot
 
Contact: Alexandra Bertram, Brand & Creative Lead, Ascot Racecourse
[email protected] / +44 (0)7890 630 608 

 

ABOUT ASCOT AND ROYAL ASCOT 

Nestled in woodland adjacent to Windsor Great Park lies a place like no other. First discovered by 
Queen Anne in 1711, Ascot is the most celebrated racecourse in the world. 

Nothing short of a national institution, this 179-acre expanse of meticulously manicured grounds is 
home to the most famous race meeting in the world – Royal Ascot. 

When the first four-day race meeting took place on this magnificent site in 1768, the Royal Meeting’s 
remarkable legacy, now under its thirteenth Monarch, began. To this day, there is no occasion quite 
as revered as Royal Ascot with its unique blend of sport of the highest quality and effortless fashion 
and style. 

Featuring eight Group One races and 19 Group races in total, the now five-day spectacular draws a 
crowd of 275,000 racegoers and ignites the passions of viewers in some 175 countries around the 
world. 

Delivering enjoyment for visitors in all seasons, Ascot hosts 26 days of racing each year across both 
the Flat and Jumps codes. But Ascot is much more than a haven for socialising alongside racing 
excellence. 

Hosting an astounding 300 non-racing events every year, it serves as a captivating backdrop for film 
and television productions, as a venue for conferences, banquets, exhibitions and product launches 
and it stages an abundance of weddings of all types. 

For more information visit www.ascot.com