ITV "will promote the broadcast of the Cheltenham Festival this week with the release of a daily virtual reality highlights package," according to Simon Gwynn of CAMPAIGN LIVE. Created by VR City, working with ITV's media agency, Goodstuff Communications, "the content will become available online at 7pm each day of the festival," which runs through Friday. It is the "first major horse racing festival shown by ITV since it won the rights for the sport in January." ITV said that it was aiming to "place racing at the heart of mainstream popular culture" with its coverage of the event. Three camera crews will be "making their way around the Gloucestershire festival each day," gathering footage from locations that ITV said were "rarely shown on TV." Bookmaker William Hill, meanwhile, is marking Cheltenham with an "innovative display in seven locations to flag up" that, unlike many bookies, it shows all the live racing in its stores. The brand installed "large window displays, created by Savvy, at stores in Euston Station and Aldgate in London, Manchester, Leeds, Sunderland, Coventry and Birmingham." They feature a "hologram-style animation of a racehorse and jockey, which appear to gallop across the window before picking up pace and breaking through the glass" (CAMPAIGN LIVE, 3/14).
