Horse Racing Ireland (HRI) has launched a national radio advertising campaign in support of the Winter racing season. The campaign arises from the Strategic Marketing Group Report, which identified target markets for improving racing attendances and the appropriate advertising themes to address them.
Behaviour & Attitudes research commissioned by the Strategic Marketing Group identified 'occasional' race-goers as a specific target for advertising during the popular National Hunt season. Occasionals are people who have been racing before, have enjoyed the experience, but need to be encouraged to re-connect with the sport and to attend more often.
The radio ad encapsulates the unique atmosphere of a day at the races, stating that 'nothing else feels like this'. It captures the deep emotional connection that Irish people have with horse racing and how they value it as part of their sporting and social life. The sign-off line underscores our unique national affinity for the horse: "Horse Racing - It's in the Blood".
The creative brief for the campaign grew from a number of core research findings:
• The changed circumstances following the recession have changed attitudes and expectations
• Irish people want to re-connect with things they consider authentic
• They value the countryside, its customs and everything traditional more than before
• They seek a renewed sense of Irishness
• Sport offers the celebration of something they love in the company of like-minded people
Horse Racing Ireland's Michael O'Rourke said: "Horses and horse racing fit the bill perfectly for people who are looking for that re-connection with authentic and enduring facets of Irish life. Racing has been part of the community for generations and is at the heart of the country's sporting, social and cultural life. Radio has been selected because it allows for very precise targeting of 'occasional' race-goers by age, gender and location, making use of the detailed profiles of race-goers which HRI has developed".
The campaign is built around a mix of 60 second and 30 second ads which will be broadcast from November to February, dove-tailing with the Down Royal, Leopardstown and Limerick Christmas Festival campaigns.
Links HRI's 'In the Blood' Radio Ads: