Ascot is a brand that needs no introduction. A cultural icon and household name, it has for centuries been associated with royal heritage, world-class racing and a famously recognisable dress code. As one of the world’s leading racecourses and leisure destinations, Ascot has long attracted the world’s finest horses and jockeys. But faced with increasing competition, the brand was struggling to make further inroads into the consumer leisure market.

The problem stemmed from the overall brand architecture. Royal Ascot, the racecourse’s flagship summer occasion, was overshadowing its regular race meetings. This gave many attendees little awareness of the full events programme; while for Ascot it meant limited crossover of racegoers and a struggle to reach capacity on many racedays. The Clearing had to redefine the Ascot brand to make sense of the relationship between Ascot, the destination, and Royal Ascot, the event. Done well, this would attract new commercial partners, encourage greater and more frequent visitation, and create a truly iconic leisure destination.