Ascot Racecourse brings back 'The Ascot You' campaign for summer, with fashion forward photography

Ascot Racecourse has launched a new campaign that builds on last year's successful 'The Ascot You' strategy. The campaign, developed in collaboration with Dark Horses and featuring fashion photographer Carla Guler's shots, encourages people to embrace their inner elegance and showcase it at Ascot Racecourse. The new campaign showcases a range of characters dressed elegantly for an Ascot event while going about their everyday lives. From strutting down to the local launderette to dressing to impress while working at the allotment, the new out-of-home stills will be seen extensively on billboards, buses, and taxis.

The campaign features new static imagery, and the TV spot from last year will also be shown. 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.

The campaign's executive creative director at Dark Horses, Steve Howell, said, "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."

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."

Ascot is a celebrated racecourse and the most famous race meeting in the world. It features eight Group One races and 19 Group races in total. The Royal Meeting's remarkable legacy, which now spans 13 monarchs, began in 1768, and to this day, there is no occasion quite as revered as Royal Ascot. The five-day spectacular draws a crowd of 275,000 racegoers and ignites the passions of viewers in some 175 countries around the world. Ascot hosts 26 days of racing each year across both the Flat and Jumps codes. It also hosts 300 non-racing events every year and serves as a captivating backdrop for film and television productions, a venue for conferences, banquets, exhibitions and product launches, and stages an abundance of weddings of all types.

Photographer: Carla Guler

Ad agency: Dark Horses

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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 



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.

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