Bringing the Goffs UK Yorton 2019 sale to life

The inaugural Goffs UK Yorton Sale took place in September 2019 - our team were at the heart of branding and promotion for this great event.

From an initial idea some months earlier, the launch of the inaugural Goffs UK Yorton Sale finally came to fruition in September.

Giant Creative have been working closely with Yorton Farm for around three years, and we were thrilled to be involved in promoting such an exciting project.

The plan was to bring 40 young horses - some bred at Yorton and some sourced from around Europe - to auction at the prestigious Yorton Estate in Welshpool.

The sale would be marketed to major players in the National Hunt Racing fraternity including breeders, trainers and owners who would attend the main event and pre-sale party set over two days.

Giant worked alongside Yorton owner, David Futter, and his team - as well as the auctioneers at Goff's UK - to develop the project and bring it to life.

We created a dual brand identity for the sale, ran social media campaigns to build a pre-event buzz and designed the marketing literature including invitations, digital collateral and signage on site.

The estate’s striking Grade 1 Listed buildings are currently undergoing extensive restoration, so it was crucial to make sure visitors could easily navigate around the farm to preview the horses, find refreshments and finally gather in the sale ring for the main event.

The auction was filmed and screened live on the internet, and we fully branded the sales rostrum to maximise exposure and generate engagement from people who couldn't attend, as well as those who were there on the day.

Sale day on 12th September was a huge success, attracting significant crowds from across the UK, Ireland and Europe. The top lot achieved an impressive £105,000 bid, with the average sale price of a higher-than-expected £25,000.

It’s now set to become a permanent fixture in the National Hunt calendar – we’re already looking forward to next year!

Yorton Stud Owner David Futter commented:

As always, it’s a pleasure to work with you Giant Creative once again. You have been a huge part of the sale and helping us bring it to fruition. You always have the ability to come up with fresh and new ideas.

Photographs: Copyright Sarah Farnsworth

Read more about the Goffs UK Yorton sale here: https://bit.ly/2VL6u8E