The Racing Post Newspaper had been closed for ten weeks over the coronavirus lockdown but was coming back to coincide with the return of racing.
With a brief to amplify the relaunch, we wanted to make as big a bang as possible – inspired by The Last Dance on Netflix, we announced it was returning by posting a Michael Jordan-style tweet entitled “We’re Back”, resulting in in their most shared, retweeted and engaged with social post ever.
…and when it came to the day of the relaunch, we continued the campaign by delivering the first edition to the Racing Post’s most famous fan – The Queen!
