The activity is intended to broaden the appeal of the venue beyond Royal Ascot week, which this year attracted 300,000 people.
Jason Brautigam, head of marketing at Ascot Racecourse, said: 'Many people associate racing and summer with our Royal meeting, unaware of the more informal and accessible race days that are aimed at novices, newcomers and families.'
Targeting 25- to 45-year-olds, the campaign will focus on the four biggest events of Ascot's late-summer schedule: Ascot Live, De Beers Diamond Day, Hong Kong Day and the Blue Square Shergar Cup, which attracted a combined total of 90,000 race-goers last year.
Integrated agency Mercier Gray will develop an advertising theme for each event using a mix of press, outdoor, broadcast and direct mail.
Press ads will run in the Evening Standard and The Guardian. Posters and direct marketing will target areas within an hour's travel of Ascot, with six-sheet posters at mainline stations.
Ascot Live, which will feature live music alongside horse racing, is aimed at families and will be promoted with the tagline 'You'll have more than one track on your mind this summer'.
The Blue Square Shergar Cup will use the strapline 'As summer flies by, the rivalry gets hotter'.
The Hong Kong Cup will feature an on-site Asian-themed mini-village, and the De Beers Diamond Day, aimed at a wealthy market, will be backed with the line 'At the height of summer, quality sparkles'.
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