The consultancy, which designed the incumbent site, was appointed in October to integrate an identity tweak – designed by a local consultancy – as well as added functionality including an online ticket-booking service.
Prior to this customers could only book race events over the telephone, which Precedent says was more costly.
‘One of the main drivers was to give Newmarket more flexibility, not just for promoting the racing, but to be seen as a destination. The site was built and designed with that in mind,’ says Precedent design director David Curless.
He adds, ‘We made great efforts to make online booking simple and visible everywhere through the site.’
An image-heavy approach allows users to ‘experience Newmarket’, according to Precedent, which says it has structured page content to encourage the skim-reading of business opportunities.
The site, which launches this week, also has integrated Racing UK video content showing feeds of Newmarket races.