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$4.3 MILLION WORTH OF MYSTERY MUTUEL VOUCHERS MAILED TO 1.23 MILLION HOMES IN NTRA PROMOTION
The National Thoroughbred Racing Association (NTRA) today announced that 1.23 million Mystery Mutuel Vouchers worth $4.3 million -- including a $1 million grand prize -- have been mailed to consumers in its first mystery voucher promotion for 2001. The vouchers are redeemable for cash on July 28 at participating racetracks and OTBs. A second Mystery Mutuel Voucher promotion is slated for Nov. 23.
Mystery Mutuel Vouchers are coded tickets worth from $2 to $1 million that are distributed in local markets via direct mail, accompanied by customized brochures. Last year, more than $3.7 million worth of vouchers were circulated, resulting in double-digit increases in pari-mutuel handle at most participating sites and attendance increases of up to 524 percent compared to the same weekend date from the prior year. The redemption rate for the vouchers was 7.7 percent, more than double the national average for similar programs. No one cashed the $1 million voucher. The 23 participating sites are:
To boost on-track attendance, the Mystery Mutuel Voucher redemption coincides with major stakes, including the Whitney Handicap at Saratoga, the final race in the "NTRA Champions Series" on CBS Sports; the Arlington Handicap from Arlington Park and the Eddie Read Handicap from Del Mar.
"In sheer numbers, this year's promotion is already bigger than last year's," said Keith Chamblin, NTRA vice president-industry relations and marketing. "We also anticipate excellent turnout at the participating tracks, with fans now familiar with the promotion and how it works."
The promotion features model lists for tracks to augment their mailings, provided at no cost by the NTRA, and volume-generated discounts on printing and mailing by Presort Services, the NTRA's official supplier for integrated marketing services, which offers customized post-event analysis for each site.
The NTRA is a broad-based coalition of horseracing interests, including the American Quarter Horse Association, charged with increasing awareness of Thoroughbred racing and improving economic conditions for industry participants. The NTRA also conducts the Breeders' Cup World Thoroughbred Championships, Thoroughbred racing's year-end Championships consisting of eight races and $13 million in purses and awards, and the Breeders' Cup National Stakes Program, both of which are funded by the industry's owners and breeders. The NTRA has offices in Lexington, Ky., and New York City. A compendium of NTRA press releases appears on the NTRA Web site, ntra.com, and at the Web site for the Breeders' Cup Championship, breederscup.com. Contact the NTRA at email@example.com.
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