For jumps racing's biggest event of the year, Betfair wanted to go big by utilising the most-talked about jockey at the Cheltenham festival, the first female jockey to win the biggest race of the week: the Gold Cup.

Having triumphed on A Plus Tard in 2022, achieving a life goal, the motivation to repeat this success is something that all great sportspeople encounter: the motivation to do it again. 

This campaign puts Blackmore front and centre, and links her to Betfair's offer for the festival - a free racing multiple. Bettors are challenged to win not one, but multiple legs of their bet.

For this campaign, I worked on the strategy coming from the brief, directing the creative team of Sheena Cattigan (Art) and Izzy Hill (copy) to develop the TTL campaign, including TV, Radio, Print, OOH, Digital and Social.