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Turning a racing brand into a luxury lifestyle destination
Royal Ascot
Creative Producer
The challenge
Royal Ascot was primarily seen as a racing brand and wanted to re-establish itself as a modern luxury lifestyle destination to attract a broader audience.
The insight
Fashion, dining, and prestigious guests have always been core to Ascot’s appeal - offering an authentic route to reposition the brand beyond racing.
My response
Leant into these pillars to build a fresh digital identity that felt more premium and lifestyle-led.
↳ Developed and edit produced flagship formats Tea for Two with Katie Piper and an entirely refreshed fashion podcast Personal Threads
↳ Aligning content with fashion, food, culture, and hospitality to broaden appeal across digital channels
Y1 Results:
*originals + archive content
22M VIEWS
48M IMPRESSIONS
+20% REACH
Reaching broad new audiences
Tea for Two (series):
1M+ VIEWS
Most successful series to date
1M+ MINS WATCHED
Watching more, for longer
2.2M REACH
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Tea for Two
Quintessential Britain meets Chicken Shop Dates / Hot Ones. Spotlighting Ascot’s Michelin-starred hospitality and iconic guests. ft. Katie Piper, Oliver Cheshire + Nicola Adams
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