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NTRA UNVEILS NEW CO-OP ADVERTISING FOR 2003
Today at its Annual Meeting and Marketing Summit at The Mirage in Las Vegas, the National Thoroughbred Racing Association (NTRA) previewed its 2003 co-op advertising. The new campaign targets horseracing’s nearly 30 million casual fans -- who attend the races only occasionally -- and is the product of intensive consumer research as well as feedback from racing industry marketing executives.
"The 2003 spots are extensions of the 2002 campaigns that tested well with consumers and resulted in record usage this year by members," said Keith Chamblin, senior vice president of marketing and industry relations for the NTRA. "We want to reinforce the message that a day at the races is an entertainment experience like no other."
The 2003 television campaign will consist of five spots that include track identification and localized messages throughout the length of each commercial. Two of the spots will feature hit songs (Should’ve Been a Cowboy by Toby Keith and It’s Your Thing by The Isley Brothers). The other spots feature contemporary, blues and reggae music.
The radio campaign will feature five new executions of the popular 2002 campaign. The 2003 television and radio campaigns, as well as new print and outdoor executions, will be available to members starting on Jan. 1, 2003. NTRA Creative Services produced the spots in conjunction with a variety of outside agencies following input from the NTRA Advertising and Marketing Task Force.
The 2003 campaign includes tactical television, radio and print advertising specifically promoting the Kentucky Derby, Preakness Stakes, Belmont Stakes and Breeders’ Cup World Thoroughbred Championships. A Public Service Announcement featuring the tagline, "Rediscover Racing," also will be available beginning Jan. 1.
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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