How Newmarket Racecourses Turned Everyday Moments into Event Momentum

Turning the Forecourt into a Stage

In the build-up to The Cambridgeshire Meeting and Dubai Future Champions Festival,Newmarket Racecourses wanted to capture attention before racegoers even arrived at the track.
These flagship fixtures mark the close of Newmarket’s racing calendar, a time when excitement peaks and fans look to secure their spot for one last big event of the season. The challenge was to reach those potential visitors in their day-to-day routines and inspire them to act.

Building Anticipation Beyond the Digital Feed

While traditional and digital channels kept fans updated, the campaign needed a touchpoint that felt both unmissable and direct. Not everyone scrolling through social media is in the mindset to book, but catching someone during a moment of pause can make all the difference.

That’s where Shakespeare Media, working with T4Media, brought the idea to life through a smart, location-led activation that reached people where they least expected to see event advertising: at the fuel pump.

The Activation: AdNozzles that Fuelled Excitement

Using T4Media’s AdNozzles, Newmarket Racecourses brought its Autumn Racing message straight to motorists across nearby forecourts.

Each nozzle featured vibrant creative promoting the season’s events, with a simple, effective call to action: “Book Now.”
Motorists spent 2 to 3 minutes at the pump, giving the message time to sink in. The result was a campaign that cut through distractions and turned dwell time into genuine engagement.

A Format Designed for Conversion

AdNozzles offered a premium, clutter-free way to drive awareness and action.

• Captive attention: Every driver directly interacts with the format during refuelling.
• High dwell time: Two to three minutes of clear visibility for the message.
• Local precision: Targeted forecourts around key travel routes to Newmarket.
• Simple conversion cue: “Book Now” encouraged immediate action.

This was not just about visibility; it was about creating a natural, friction-free moment for audiences to connect with the excitement of race day and take the next step.

The Outcome: Awareness that Drove Results

By meeting audiences in a real-world context, the campaign achieved standout visibility and helped strengthen the final ticket push for the Autumn Racing season.

For Newmarket Racecourses, the campaign proved how outdoor media can amplify event marketing strategies by driving both awareness and conversion ahead of major fixtures.

The Takeaway

Great event marketing begins before the first gate opens.

By combining strategic planning from Shakespeare Media with the high-impact reach of T4Media’s AdNozzles, Newmarket Racecourse turned ordinary forecourts into powerful points of anticipation.

When attention is captured at the right time and place, excitement turns into action.

Find out how T4Media can help you build momentum for your next event at t4media.co.uk.