Creative Brand Communications

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A 200 foot wide and 110 foot tall jockey was installed on the ancient Uffington White Horse hill carving in Oxfordshire today by bookmakers Paddy Power to celebrate the start of the Cheltenham Festival.
PRESS ASSOCIATION Photo. Picture date: Thursday March 8, 2012. The temporary installation, which features a rider nicknamed ‚Paddy, took a team of twenty people six hours to install under cover of darkness. It features over 200 metres of lightweight canvas, pre-cut into five separate pieces and over 500 tiny tent pegs securing the design to the ground. Organisers now believe the Uffington Rider could become a site of pilgrimage for lucky racing fans from all over the UK in the coming days before Cheltenham.‚ The stunt forms part of Paddy Power We Hear You campaign where the bookmaker responds to customer suggestions. Photo credit should read: David Parry/PA