Kelso Racecourse is a successful racing venue running 14 fixtures of the Scottish sporting calendar. Kelso worked with Alcazar to develop and implement a comprehsive marketing programme. After researching the current visitor experience and investigating the potential market, a new brand positioning was developed, promotional material revised and media consolidated. Consequently, visitor attendances increased year on year culminating in a 94% increase in admission income and 67% increase in admission figures for December 2004 compared to the previous year. Kelso is the only racecourse in this category to have increased its attendance figures in 2004 without having put on extra fixtures. This case study proves that the spectacular increase in attendance and income figures has been as a result of the power of ideas, integrated marketing and total alignment