Gravity wins Racing UK CRM strategy business

Racing UK, the horse racing TV broadcaster, has appointed Gravity to develop and implement its CRM strategy.

Gravity won the business after a pitch against 141, which handles consumer acquisition for Racing UK.

The broadcaster wishes to focus on maximising the potential of its consumer database and Gravity will work on improving prospect conversion, reducing churn and driving re-engagement.

It appointed former Aston Villa chief Richard Fitzgerald as chief executive in August last year. He took over from executive chairman Simon Bazalgette and is a former chief operating officer of spots entertainment and media company IMPRacing UK was launched in 2004 and is owned by a partnership of racecourses. The broadcaster focuses on quality racing from the UK and select international racing tournaments. According to BARB, Racing UK has a residential average 400,000 viewers per month. It is also available in more than 2,100 pubs and clubs.

Gravity was launched in September 2007 by Stephen Firth and Andrew Roberts who were both previously at direct marketing agency Chemistry. The agency’s clients include Scottish & Newcastle, Ferrosan and The Student Support Centres.