ED CULHAM: BEHIND THE SITA TEAM - FEBRUARY 2022


We spoke to one of our Account Executives, Ed Culham, about what he’s been up to this month at Square In The Air; from his favourite PR stunt to the projects he’s loved creating. We’ll be chatting to a member of our team each month, to bring you behind-the-scenes insights of exciting SITA projects.


So Ed, what have you been up to at SITA in February?

This month has been particularly busy with the lead-up to The Saudi Cup (25th – 26th February). I have been helping to write racecard copy for their race fixtures throughout the season and this month there have been a lot of press releases to write and content to keep on top of.



Give us your favourite social post of the month!

I like finding old images on social media. Usually much of the space is dominated by bright, flashy posts but often old black and white pictures stand out to me. This a brilliant image of the Old Wembley – surrounded by green fields and a sea of people – which I think captures something of the essence of the FA Cup.



Can you tell us about a piece of work that you’ve loved creating this month?

I always enjoy writing Harry Skelton’s blog for Grosvenor Sport. As a racing fan, it’s a dream for me to be able to pose a few questions to one of the UK’s top jockeys.

It’s always fascinating to hear his views on different horses and how races were run because there’s a lot you don’t see when watching on TV.

There’s so much that goes into racing beyond just the race, from preparing horses to how a racing yar

d operates, so it’s great to hear about that too.


I’ve enjoyed the international nature of the event and it’s given me the chance to investigate things – like Greek racing, which I knew nothing about previously!



What’s your favourite PR stunt from February?


I’ve only been looking at PR campaigns – or seeing things in terms of PR effectiveness – for a short time, but I am usually drawn to images that have a simplicity and are visually striking. Or perhaps I just like Guinness!

Campaigns that have a newsworthy hook, or relate to current trends, are usually effective. Earlier this month it was announced that the New York Times had bought Wordle, the daily word game that has recently taken Twitter by storm.


Here is Guinness’ play on the popular game, using their classic branding. The eye is immediately drawn to the bold design, before reading the ‘words cannot describe’ message at the bottom.


What have been your best and worst sporting moments of the month?

While I’m not much of a rugby fan, I really enjoyed watching Scotland’s tense Calcutta Cup win at Murrayfield. I remember watching plenty of defeats growing up, so to win the last two against England makes for a pleasant change!

As for the worst…probably seeing my local football team, Queen of the South, slump to the bottom of the Scottish Championship. Gone are the glory days of runs to the cup final and Stephen Dobbie scoring 20 goals a season, and I fear they could be destined for the drop…


What are you looking forward to at SITA in the coming months?

An easy one for me – The Cheltenham Festival! It’s an unbeatable four days of racing, which most racing fans spend the year counting down to.

Most of the best jump horses have their whole season targeted around races at the Festival, which means superstars from the racing world all clash at Cheltenham in March.

The Champion Chase is the race I’m most looking forward to and it looks like another fascinating rematch between Shishkin and Energumene, with high-class horses like Chacun Pour Soi and Nube Negra also in contention. It’s not a betting race for me as Shishkin is currently an odds-on favourite. He’s a brilliant horse to watch – have a look at his latest Ascot win or his last-ditch triumph in the 2020 Cheltenham Supreme Novices’ Hurdle and you’ll see a horse with an irrepressible will to win. I hope he can defeat Energumene for a second time this season.

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