Musselburgh Racecourse, once rather down at heel, had undergone a considerable upgrade, turning it into a stylish venue with excellent facilities.  It should have been enjoying large attendances and a high profile, but this wasn’t the case.  The brief to Leapfrog was to increase spectators without losing profitability


It started with research.  One of the most valuable exercises was a series of spectator surveys which highlighted distinct customer groups, ranging from the never-miss-a-raceday betting man to the if-there’s-a-party-count-me-in social racegoer. Each group was quite different in terms of demographics, motivation and loyalty.



This analysis helped determine which of the 25 annual race meetings were key to Musselburgh Racecourse’s development, the most relevant target groups and the best ways to reach them.  What followed was a carefully planned, integrated campaign combining radio, press, promotions and PR which raised the profile of the racecourse and encouraged trial.  As spectator numbers increased, racecourse staff focused their efforts on ensuring that once racegoers arrived, they had an unbeatable experience and would look forward to coming back again.


The results were tangible:

  • Attendance on key race days grew by 19%
  • Revenue increased by 24%
  • A spectator database was established and a direct marketing programme introduced
  • An in-house marketing function was created to maintain this momentum



"Leapfrog assisted Musselburgh Racecourse to create and implement a strategic marketing plan. The aim was to increase visitor numbers.    Leapfrog proved to be innovative, excellent communicators and, most importantly, delivered the marketing plan through to execution to achieve the racecourse aims of increased sales."

Bill Farnsworth

Racecourse Manager, Musselburgh Racecourse



Sibh has also worked for other attractions including the National Railway Museum, the National Media Museum, Harewood House, Gliterary Lunches, the Scotch Malt Whisky Society and Eastlinks Family Park.