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NTRA UNVEILS NEW CO-OP ADVERTISING FOR 2002
Today at its fourth annual Marketing Summit at the Mirage Hotel and Casino's Treasure Island in Las Vegas, the National Thoroughbred Racing Association (NTRA) unveiled its 2002 co-op advertising. The new campaign targets horseracing's 19 million "light" fans, who attend the races only a few times per year, and is the product of a six-month process that involved comprehensive qualitative and quantitative national consumer research, a six-agency review, advertising copy testing and feedback from numerous racetrack marketing executives.
"Our consumer research indicates that the best way to reach 'light' fans is through advertising that highlights the total experience of a day at the races, a view that our track marketing partners also endorse," said Keith Chamblin, NTRA senior vice president - industry relations and marketing. "Our previous campaigns focused on the participatory nature of the sport through wagering. The new campaign will continue to focus on our core product but will also communicate the social aspects of a day at the races."
The campaign features several tactical executions that include track identification and localized messages that can be communicated throughout the length of the commercial, not just in concluding tags. NTRA Creative Services also will produce guidelines for tracks to insert footage of their facility into their spots. Four new television spots are planned and will be produced by NTRA Creative Services in conjunction with the advertising agency red7e.
"The messages conveyed in the commercials are consumer-driven; however, NTRA members, by their use or non-use of the campaign, will largely define its success," Chamblin added.
NTRA Creative Services and the New York agency DeVito Verdi will produce a new national co-op radio campaign, which has tested well with consumers. National co-op print ads will be produced in-house and customized with photos of each track. Other campaigns in development by NTRA Creative Services include:
The NTRA is a broad-based coalition of horseracing interests, including the American Quarter Horse Association, charged with increasing popularity of horseracing and improving economic conditions for industry participants. The NTRA and Breeders' Cup Limited also conduct the Breeders' Cup World Thoroughbred Championships, Thoroughbred racing's year-end Championships consisting of eight races and $13 million in purses and awards, the Breeders' Cup Stakes Program and the Great State Challenge. The NTRA has offices in Lexington, Ky., and New York City. NTRA press releases appear on the NTRA Web site, NTRA.com.
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