WellChild’s biggest ever logo appears at the Cheltenham Festival

By Chris Hill · March 18, 2021

WellChild's biggest ever logo at The Cheltenham Festival 2021

WellChild’s largest ever logo is on display this week and Cheltenham Racecourse has been flooded with purple and white for The Festival as The Jockey Club shows its support for WellChild’s work for seriously ill children and their families.

The huge logo in front of the grandstand at the racecourse measures 750 square meters and is by far the biggest WellChild logo which has ever appeared anywhere. It has been made possible because no spectators are on the course this year due to COVID-19 restrictions. The Jockey Club team has been able to offer up spaces that would not normally exist in order to promote WellChild as their headline charity partner.

WellChild’s logo and messages also appear on huge canvases across the terracing for spectators on the parade ground where the horses appear before each race. Meanwhile, out on the course there are WellChild banners around the side of the track, visible when the horses run past, and the finish line is also WellChild purple. Staff at the course are sporting WellChild branded purple jackets and masks and there are banners on the entrance to the course and WellChild flags all around the roundabout outside the racecourse.

The promotion of the Cheltenham based national charity for seriously ill children does not stop at the racecourse. Outdoor advertising for The Festival include the WellChild logo and appear at London Tube stations and on stations throughout the national rail network.

WellChild on the screens in Piccadilly Circus
WellChild on the big screen at Piccadilly Circus in London

Another huge boost for WellChild’s profile appears at Piccadilly Circus in London where the huge, iconic, video screen, across the road from the Eros statue, is showing WellChild messaging full screen once every hour in conjunction with The Festival, thanks to the kind support of Landsec, the company which operates the screen.

WellChild Director of Communications & Engagement, Matt James said: “All of this is a wonderful boost for WellChild’s profile and a reminder to the public of the crucial work we are doing all the time for the UK’s seriously ill children and their families, and especially now during the COVID pandemic.

This kind of branding would have cost tens of thousands of pounds to buy and would have been far beyond the means of a charity like WellChild. When COVID-19 struck, we faced a loss of 60% of our forecasted income and a huge surge in demand for help from families across the country. So we are very grateful to The Jockey Club and to Landsec for bringing our work to the attention of the public after such a challenging year.

WellChild Director of Communications & Engagement, Matt James

WellChild, the national charity for seriously ill children, is in partnership with The Jockey Club this year, when jump racing’s flagship event, The Festival at Cheltenham Racecourse, and the sport’s most prestigious race, the Cheltenham Gold Cup, are supporting Cheltenham-based WellChild.