Metro feature for Goodwoof

When launching a new event in the Goodwood Group’s iconic portfolio, it was crucial to craft content that captured attention and built excitement. This campaign did just that by blending influencer marketing with rich storytelling, focusing on the estate’s heritage and a beloved theme—dogs.

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To set the scene, Goodwood’s rich history with dogs—both as subjects in art and as cherished companions on the estate—became a focal point of the campaign. The symbolism of dogs, representing loyalty and companionship, was seamlessly integrated into the event’s narrative. This historical connection tapped into cultural themes that resonated with diverse audiences.

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The campaign’s storytelling was also visually powerful, tying together the timeless elegance of Goodwood’s estate with the charm of dogs. Whether through art or the presence of real-life dogs, the story felt personal, authentic, and emotionally engaging.

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The involvement of James Middleton, as a brand ambassador, helped bring the estate’s history and the event’s themes to life, sharing personal moments with his dogs and leveraging his substantial following to amplify the campaign. Using dog influencers, hosting an influencer taster day allowed individuals to come and sample some of the activities; those people, in turn, created credible content to spread the word. 

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The multi-media strategy paid off with coverage providing an AVE value of 11.2M. Top-tier placements in The Telegraph, Tatler, Wallpaper, The Times, Metro, The Daily Mail, Hello, Sky News, and Virgin Radio. These features helped position the event as a prestigious, must-attend occasion. 

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