Hector hired to put ‘racy’ back into racing
The new campaign, targeting prospective fans in their 20s, will bid to underline the leisure and social aspects of racing.
It will be launched next week to promote the Guineas Festival at the Curragh. The TV ad will be backed up by a significant regional radio advertising campaign.
Racing has traditionally suffered from a limited appeal beyond its hardcore of loyalists. But after the successful transformation of greyhound racing into a family or party night out, Horse Racing Ireland are determined to tap into the market.
HRI managing director Michael O’Rourke explained: “Our advertising will recruit new race-goers by showing the social and leisure aspects of a day’s racing while our other marketing activities will try to build repeat custom by revealing the richness of racing as a sporting experience.”
He added: “Hector’s image and personality fits in with what we are trying to achieve. This is the first time we have joined up with an individual celebrity and this is a new departure for HRI. Hector has signed a two- year contract and is being used in radio and TV campaigns for local and national race meetings.”
The style of the ad will be fast- paced and punchy, incorporating split screen images and highlighting themes such as the simplicity of placing a bet.
The organisation’s agency, Young Euro SCG Advertising, has developed the new campaign. It follows “The Jumps” campaign, developed by Youngs’ predecessor, Cawley Nea.
HRI is also sponsoring a racing programme on TV3, Go Racing, at a cost of €250,000, that is aimed at more seasoned race-goers.
The programme is broadcast at 7.30pm on Thursdays and repeated on Saturdays.
The series includes profiles of leading industry figures, trainers, jockeys and owners.
Meanwhile, Aintree have announced major plans for a £30m redevelopment which will include new grandstands, a parade ring and winner’s enclosure for the home of the Grand National.
The project will be completed in two phases and the job is expected to be finished for the 2007 National.
