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Paris Longchamp

How we defined, deployed, and sustained the social media ecosystem of Paris Longchamp in order to amplify its popularity among the general public

France Galop is a major player in the horseracing industry, with responsibilities for organising and promoting events at several racecourses.
One of these is Paris Longchamp, one of the world’s most celebrated racecourses.

The challenge

Paris Longchamp s’éloigne de l’image d’un hippodrome classique en proposant une offre plus élargie que les courses équestres. Ainsi, il accueille les Solidays, organise des « jeuxdi » (afterworks en plein air), activités pour les enfants les dimanches (manèges, mini poneys, barbe à papa) … Son but ? Attirer une nouvelle cible grand public : les jeunes et les familles. Le défi pour Vanksen : amplifier les actions menées par Paris Longchamp sur les réseaux sociaux pour toucher une cible plus néophyte, et par définition plus large.

The project and its results

Vanksen developed and deployed a social media strategy for the Paris Longchamp racecourse on three social media networks: Twitter, Facebook and Instagram.

Our experts subsequently gave life to these posts on a daily basis: 

  • Capture and creation of content 
  • Amplification of live animation on the three social networks during events 

Vanksen thus enabled Paris Longchamp to develop communities using an accessible discourse and thanks to immersion unique reality of this special racecourse. This was particularly the case during internationally renowned events such as the 100th edition of the Qatar Prix de l'Arc de Triomphe. This is the world's greatest horse race which is broadcast live in 170 countries. 

Our social media teams spoke to international audience on more than 130 occasions over the weekend.