Horse Racing Ireland launched a brand new Advertising Campaign over the weekend focused on the theme of ‘On Your Terms’.
TV audiences have been setting new records since the sport emerged in a behind closed doors environment but on TV since early June and Irish trained horses have dominated at the highest levels of European Competition winning the Irish, English and French Derby’s in recent weeks.
Promoting the sport as an ‘at home’ experience is perhaps counter intuitive but with few other outlets and engagement taking place among existing and new audiences it is in fact a smart move.
We know that the sport will come back as a live experience and this is laying down the foundation for when that comes about.
“We wanted to bring to life Horse Racing Ireland’s brand platform of ‘Every Racing Moment’ this time within the home,” said Karl Waters, Creative Partner at Folk Wunderman Thompson.
“Because even during lockdown it’s possible to enjoy the thrill of racing from the comfort of your living room. Many of the moments people enjoy at the race track can still be enjoyed in front of the TV screen. And when it’s at home, it’s very much on your terms”.