The promotion, created by WPP Group agency 141 Worldwide/London, will direct gamblers to Coral's 1,200-plus shops and telephone betting operation.
In an attempt to convey the epic nature of the Cheltenham meet, in-store and direct mail materials will show the word "Cheltenham" written in cinematic blockbuster style. Frontrunner horses will be portrayed as the stars.
Steve Harding, CEO of 141 Worldwide/London, said: "Our approach centres on building excitement and anticipation before the event begins as well as driving momentum throughout the festival itself, via creative tactics which focus on the racing highlights."
Gala Group Holdings bought Coral for £2.18bn last October, combining it with its casinos and bingo halls. Coral Eurobet, as it was then known, was previously owned by private equity firm Charterhouse Capital Partners and company managers.
The move was part of Gala chairman John Kelly's aim to play a major part in the consolidation of the UK gambling industry. Rivals William Hill, which bought Stanley Leisure's betting offices in June, and Hilton Group's Ladbrokes currently lead the field.
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