|Contact: Peggy Hendershot (859) 245-6897
NTRA TO RENEW $1 MILLION MYSTERY MUTUEL VOUCHER PROGRAM
Popular Promotion to be Offered Twice in 2001, Spring 2002
The National Thoroughbred Racing Association (NTRA) today announced it will offer its popular $1 million Mystery Mutuel Voucher promotion twice this year at its member racetracks and OTBs, with the first edition slated for Saturday, July 28. The announcement was made at the third annual NTRA Marketing Summit, held at The Mirage Hotel and Casino in Las Vegas.
Mystery Mutuel Vouchers are coded tickets, worth from $2 to the grand prize of $1 million, which must be redeemed and cashed at participating sites on a single day. They are distributed in local markets via direct mail, accompanied by customized brochures, with over one million pieces disseminated nationwide. Last year, more than $3.7 million worth of vouchers were circulated, though no one cashed the $1 million voucher. The redemption rate for the vouchers was 7.7 percent, more than double the national average for similar programs.
The 2000 promotion resulted in double-digit increases in pari-mutuel handle at most participating sites and attendance increases of up to 524 percent.
"This year, we'll offer the same level of turn-key services, plus the NTRA will pay the initial cost for tracks to supplement their existing mailing lists with model lists. We want to encourage tracks to grow their fan base," said Keith Chamblin, NTRA vice president of industry relations and marketing. "Last year, through volume-generated discounts, we delivered this promotion to our members at a substantially reduced cost compared to what they would have had to pay on their own," Chamblin added. "Plus, we delivered a $1 million grand prize, a true database component with each voucher bar-coded and a comprehensive post-event analysis, broken down market by market."
A second Mystery Mutuel Voucher is planned for late fall. The promotion will be renewed in 2002 during the first quarter of the year. NTRA member racetracks, OTBs and sports books are eligible to participate in the Mystery Mutuel Voucher promotion. To participate or request additional information, contact Jamie Haydon at the NTRA in Lexington, (859) 245-6853, or via e-mail at firstname.lastname@example.org.
The NTRA is a broad-based coalition of Thoroughbred interests charged with increasing awareness of Thoroughbred racing and improving economic conditions for industry participants. The NTRA also conducts the Breeders' Cup, Thoroughbred racing's year-end Championship consisting of eight races and $13 million in purses and awards, and the Breeders' Cup National Stakes Program, 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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