Copywriter & Creative
Coral
Already one of the UK's most iconic and successful brands, online and on the high street, Coral wanted to elevate its customer offering even further in 2022 and beyond. Renowned as a home for horse racing enthusiasts and experts, they developed two initiatives designed to get their audience even Closer To The Action – echoing their tagline and brand promise.
Coral Racing Club saw them partner with top-tier horse trainers, jockeys and yards to provide behind-the-scenes content and money-can't-buy experiences, while Bet Bundles was a market-leading package of double value bets for big races and football matches.
Coral Racing Club
The main aim for advertising the new free-to-join club was to communicate a sense of exclusive access in an inviting, inclusive way. As a starting point, we used unique, unseen photography captured on a previous Coral shoot to show unexpected moments with jockeys and horses in the stables, as well as dynamic action shots.
I paired this with a series of copy lines that complemented the visuals and gave a sense of what it was like to join a circle of true racing fans, using horse racing colloquialisms to give it an authentic feel.
Bet Bundles
This first-to-market proposition gave punters the flexibility to not only bet on a range of markets but also get double the value or more by purchasing a bundle of bets.
As a Senior Writer on the project, I contributed a number of copy lines to communicate the strength of the customer offering while also appealing to Coral's core audience of competitive, in-the-know horse racing bettors.