Great British Racing has launched a new campaign that highlights horseracing as a “great day out”.
Titled ‘The Going is Good’, the marketing drive, released today (20 May), will run until the end of September. Great British Racing collaborated with sports creative agency Dark Horses and independent media agency the7stars for the work.
Simon Michaelides, interim chief customer officer of Great British Racing said: “We’re very excited by this fresh advertising approach to the sport, showcasing the experiences of 4.8 million existing racegoers to inspire more people to follow suit.
“The campaign has been researched incredibly well with existing fans and potential new fans alike and we are confident that it will deliver strong results.”
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Creative for the campaign features the tagline “4 million memories made every year, the going is Good”. It aims to attract new fans by highlighting the excitement of the sport.
The work uses imagery captured on race days and will run across video-on-demand, social media, podcasts, cinema, outdoor and radio.
Adam Burns, creative director at Dark Horses, said: “We wanted to create something unapologetically positive. Horse racing has given me some incredible memories over the years, it’s a thrilling spectacle, but also a social experience that stays with you.
“It might surprise some to learn it’s the second most attended sport in the UK after football, but that speaks volumes. Racing has a unique energy, and we wanted to celebrate the joy of shared experiences and excitement that make a day at the races so special.”
