ENGLISH TEXTS the whole, our content is centred around the success of Tattersalls graduates. X is more time-sensitive, news focussed, whereas Instagram rewards aesthetically pleasing, well-crafted content. Away from the Tattersalls graduates running on the track, our social media strategy in the last 18 months has centred around the people that work at Tattersalls, highlighting their characters, hopefully making them more approachable, as one thing that has remained consistent since 1766 is the importance of having good relationships with stakeholders. You simply can’ t beat having personal dialogue, and friendships, with people.
G. Would the communication be adapted according to the sales & the countries targeted?
B. J. There’ s no getting away from the importance of the Tattersalls October Yearling Sale and Tattersalls December Sales, for Tattersalls as well as the wider bloodstock and racing industries. As a result, our advertising campaigns, from the look of the adverts to the style of the promotional videos, reflect the prestige of the sales. Other sales can have different tones, some more experimental and some more light-hearted than others; the Tattersalls Somerville Yearling Sale, for example! Our campaigns differ from country to country, reflecting the success of graduates in the various markets. Last year, people from 46 coun- tries purchased horses at Park Paddocks. The success that these horses go on to around the world allows us to have a different marketing message for each country.
G. Your humoristic videos have a huge impact on the horseracing sphere. How did this idea come up? Would you say it is something only English can do( vs France for example)?
B. J. You’ re very kind to say that. It all started in 2021 when Chloe Pitts, Shirley Anderson-Jolag, Matt Hall and I were given the responsibility of marketing the Tattersalls Somerville Yearling Sale when it was officially rebranded and moved to Park Paddocks from Tattersalls Ascot. Alongside our advertising company Barnes Thompson, we saw this as an opportunity to showcase the‘ younger team’ at Tattersalls and put ourselves in the promotional video. I wrote the script, we filmed it and then released it to the world with bated breath … it was different to any promotional video that Tattersalls had done before that so it really struck a chord. In 2022 we raised the bar a little higher, higher again in 2023, Edmond Mahony appeared in 2024 which took the world by storm, and then the bar was really raised in 2025. For me, it’ s the most high-pressured video that we produce each year as there’ s now so much expectation. It’ s February and I’ m already brainstorming about what we’ re going to do for the 2026 version. The success of the Somerville videos has meant that the Tattersalls team has trusted me more with the digital channels, allowing me to experiment over time in other areas. The Gen Z tour of Tattersalls filmed with Martin Mitchell is one of my favourites( he was incredible). I’ m also quite proud of the Tattersalls Craven Breeze Up Sale video using only post-it notes. That said, I’ m also proud of some of the serious videos that we’ ve done, particularly the Not Just Any Sale promotional video for Book 1 of the October Yearling Sale in 2021. A lot of credit must go to Peter Harmer, the man we work alongside to film and edit. He’ s instrumental in bringing everything to life. He and my wife are also the two people that I use as a first sounding board for all my ideas, of which some do not make it any further! I advise anyone to have a go at being more creative with their promotional content. It’ s not just an English thing. There’ s a balance to be found with the serious stuff, but if you get the balance right then the two styles really complement each other.
G. How important are the marketing & communication regarding the attraction, reputation and sales conversion for a sale agency like Tattersalls?
B. J. Very. Tattersalls is still Europe’ s leading bloodstock auctioneers and the world’ s oldest. Tradition, reputation
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