The Jockey Club approached FHF with their vision for British racing to be the best in the world coupled with their mission to act for the long-term health of the sport and challenged us to demonstrate these ambitions through the Annual Review.
This single annual communication needed to bring to life the very real and tangible excitement and passion all racing enthusiasts and stakeholders feel be it on the gallops at dawn, the rails at Group 1 races or at live music events across The Jockey Club Racecourses and Estates.
With a diverse audience including its Patron, Her Majesty The Queen; its Membership including members of the UK and the Middle East Royal Families; employees and journalists, the review had to engage and enthral all these different stakeholder groups at the same time.
The result was a very visual review that instantly grabs the reader’s attention with action packed imagery balanced by detailed behind the scenes shots showing what makes the Jockey Club and horse racing tick day to day. All of which was strengthened by simple graphics supporting the narrative.
The structure of the review was revised to help build the flow pushing the more detailed business reviews further back to allow for a full introduction to The Jockey Club. The review also included employee profiles, Q&A’s of several new members and the first Jockey Club ambassador to ensure each stakeholder’s voice was amplified.