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A Full View of Cheltenham

Getting audiences closer to the action with 360 video


We needed to help ITV to breathe new life back in to Horse Racing by increasing share of viewing and revitalising the sport for a new generation. We discovered that racing is the 2nd most attended sport but only the 10th most viewed on TV. There’s clearly something ‘eventers’ see that TV viewers don’t.

The Idea

So we created 360° content of the festival in virtual reality to bridge the gap between the real-world spectacle and the sofa. Broadcasting on Facebook and YouTube in tandem with TV, gave viewers access to the action like never before. Our 360° content even featured in the live TV broadcast and racing day programme!


We galloped to victory, breathing life back in to racing with ITV’s average audience figures of the final day of the festival up nearly 40% from C4’s coverage last year, with 22% share (more than double the previous year’s).