The campaign comprises outdoor four- and six-sheet posters at mainline stations, local press advertising and on-site posters, as well as a direct mail drive to 35,000 active customers on the racecourse's website.
The advertising promotes the fact that Royal Ascot is now on for five days instead of four. It is aimed at increasing attendance among ABC1 men and to encourage those who went to last year's event to return this year.
Jason Brautigam, head of marketing at Ascot Racecourse, said: "The 2002 Royal Meeting took place over five days to celebrate Her Majesty The Queen's Golden Jubilee, which in itself attracted many first-time visitors and helped us break all attendance records, with more than 300,000 people attending over the week.
"Following the success of the additional day, this year's meeting will once again take place over five days. Therefore, we want to target those newcomers from last year and other lapsed visitors, encouraging them to attend again and exceed our normal four-day attendance levels."
The creative uses images of five horses, five champagne glasses and five elegant women to communicate the message. The mailing contains a brochure, which also details what is on offer at this year's event.
All ads carry a call to action providing information on how to buy tickets and promoting the advance booking service, which is available online or by telephone.
This is the third year Mercier Gray has handled advertising for Royal Ascot.
"We appointed Mercier Gray because it has consistently demonstrated to us over the last few years that it can implement marketing campaigns that ensure Royal Ascot attendance levels meet our targets," Brautigam said.
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