There’s a fresh wind blowing across the British racing scene, powered by an ambitious new marketing campaign aptly titled ‘the going is Good’. Orchestrated by Great British Racing (GBR), this campaign seeks to reignite passion among casual racegoers and entice a new wave of fans to the track.
Showcasing British Racing’s Unique Appeal
Supported by £3.62 million in funding from the Horserace Betting Levy Board (HBLB), this campaign is a vivid celebration of what makes British racing such an exciting spectacle. With a reach spanning various platforms—from VOD and social media to cinema and radio—the campaign is set to run until the end of September, ensuring its message is heard far and wide.
A Blend of Nostalgia and New Beginnings
With 4.8 million racegoers expected in 2024, British racing stands as the UK’s second most popular spectator sport. Alongside the rhythmic thunder of hooves and the joyous cries of victory, the campaign will draw on reflections of shared experiences—those cherished memories made at the track. Vivid imagery, captured by racegoers themselves, will encapsulate these moments, bringing the heart-pounding thrill of racetrack moments into homes across the nation.
Focusing on Social and Sporting Highlights
At the core, the campaign aims to shine a spotlight on racing as a uniquely social and sporting experience. Be it mingling with friends and family or losing oneself in the adrenaline rush of the races, it vows to remind both seasoned enthusiasts and curious newcomers why a day at the races is an unrivaled outing.
The First Step in Welfare Campaigns
Recognizing broader concerns, GBR is also taking its initial stride into welfare advertising with the ‘HorsePWR’ initiative. Emphasizing the values of Purpose, Welfare, and Responsibility, this facet addresses and acknowledges consumer concerns about horse welfare, underscoring the industry’s commitment to ethical practices.
Collaboration and Industry Support
Developed in collaboration with the Commercial Committee for Sport and the Racecourse Association, the campaign reflects an industry-wide effort to foster deeper engagement and heighten attendance. Simon Michaelides, interim Chief Customer Officer of GBR, expressed elation over this novel approach, confident that it would enhance the appeal of British racing.
The Promise of a National Impact
David Jones of the BHA Board and Alan Delmonte of the HBLB echoed this sentiment, noting the unprecedented scale of this national campaign. Each lauded the collaborative strategy underpinning it, recognizing its potential to amplify the sport’s reach and resonance throughout the summer.
In summary, British racing looks to gallop into a new era, driven by this vibrant marketing initiative that marries the past and the future in a seamless display of sport at its finest.
