The Land Rover Burghley Horse Trials (LRBHT) won the TSM Social Media category at the annual British Equestrian Trade Association (BETA) Business Awards, which took place on Sunday 24th January 2016 at the National Motorcycle Museum in Birmingham.
The award was established to recognise companies that have embraced social media and who use it to powerful effect throughout their marketing strategy. The competition was hard fought, with Land Rover Burghley up against a shortlist of nine equestrian organisations spanning retail, insurance and feed companies.
However, the judges’ decision was unanimous and when making the award they commented that: “the Land Rover Burghley pages were packed with interesting and effective posts with original and shared content. [They offered] a high level of engagement and they managed to succeed in maintaining a bright, snappy presence all year round.”
The event maintains a social media presence across a number of channels throughout the year and boasts 61,000 Facebook likes and 19,400 Twitter followers. Social media is a core element of Burghley’s Marketing Manager’s role throughout the year, while ‘on event’ two dedicated press officers are seconded to ensure, up-to-the-minute news and information is disseminated as quickly and accurately as possible.
Claire Williams, BETA executive director said: “The awards are a tremendous way for the industry to reward the achievements of individuals and companies.”
Elizabeth Inman, Director of the Land Rover Burghley Horse Trials commented: “The way people consume, share and research information is changing rapidly. Social media is now at the forefront of our communications strategy and we place great importance, time and resource into using it in the most effective way. We’re delighted that our efforts have been recognised by our industry peers within such a hotly contest category.”
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