|Contact: Eric Wing, NTRA, (212) 907-9283
NTRA RADIO ADVERTISING CAMPAIGN WINS MOST PRESTIGIOUS NATIONAL ADDY AWARD
The American Advertising Federation (AAF) announced this week that the National Thoroughbred Racing Association (NTRA) radio campaign has won the ADDY Best of Show Broadcast award. The winning entry was selected from more than 60,000 submissions. A radio commercial has rarely been awarded the top ADDY Award honor, but judges deemed the spots the most exceptional example of broadcast medium advertising.
The radio campaign was produced by New York City advertising agency DeVito/Verdi, in conjunction with NTRA Creative Services, the organization’s in-house advertising and marketing agency. The campaign -- featuring “Dinner Date,” “Guy’s Night Out,” “Mall” and “Walk the Dog” -- describes each of these leisure options in the style of a track announcer calling a horse’s progress around the track, with a day at the races then being mentioned as a superior alternative. The commercials conclude with the tagline, “Horseracing. We bet you’ll love it.”
“This is the advertising industry’s equivalent of the Academy Awards,” said Keith Chamblin, senior vice president-industry relations and marketing for the NTRA. “DeVito/Verdi did a fantastic job of communicating the monotony of daily life in a humorous manner and in a way that ties directly to the sport of horseracing. It’s a remarkable achievement to be selected over 60,000 other entries and to have the NTRA join some of the nation’s most recognizable brand names on the roster of past winners.”
“It takes a great TV campaign to win Best of Show, but it takes an even better radio campaign to beat all TV to win Best of Show,” said Ellis Verdi, president of DeVito/Verdi.
Earlier this year, the same campaign was the winner of a national Ad it Up Award and numerous local and regional ADDY Awards. It is also currently a finalist for a Mercury Radio Award, which recognizes the nation’s best radio advertising.
The ADDY Awards, representing the world’s largest advertising competition, will be presented on June 7 in Los Angeles. Each fall, the competition begins at the local level among more than 200 AAF member clubs nationwide. Local winners advance to district competitions, with those winners advancing to the national finals. To hear the ADDY Award-winning NTRA radio spots, visit www.ntra.com/radio. To read coverage of the Awards in Adweek, visit http://adweek.com/aw/search/search_display.jsp?vnu_content_id=1897544.
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 administer 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, www.ntra.com, and at the Web site for the Breeders’ Cup World Thoroughbred Championships, breederscup.com.
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