With all sport behind closed doors during the pandemic, we created the ‘Smeltenham’ candle to capture the scents of The Festival, telling the story of the iconic race meet layer by layer. Smells included a bacon sandwich, stout, saddle leather and turf, with the aroma of horse manure added in for comical effect.
The Cheltenham Festival went behind closed doors for the first time in its history due to the COVID-19 pandemic, meaning fans would be missing out on the usual experiences – including sights, sounds and smells. We needed to find a way to connect fans with the racing, without them being there.
Two free media competitions negotiated
150 candles gifted to key media contacts
91 pieces of coverage
99% branded image inclusion
Linked coverage with an average DA of 74
11 earned influencer posts
