Horse Racing Ireland’s new advertising campaign ‘Proper Day Out’ launched this weekend and follows on from the 2020 ‘On Your Terms’ campaign.

It will be on-air and on-screen in the run-up to next weekend’s Dubai Duty Free Irish Derby and in advance of the big summer racing festivals including at Galway in the last week of July.

The campaign objective is to encourage 18-35 years olds to consider racing as a social day out with friends and the creative concept for the campaign grew from a number of core findings identified in national research conducted by Red C Research.

The campaign, which reflects the atmosphere and the socialising aspect of a race meeting, will be led by TV and broadcast video on demand (VOD) with special spot buys into programmes appropriate for this target audience.

In addition, the campaign will also include youth-targeted radio, digital audio, Spotify and podcast advertising. This will be supported by an ‘always on’ social campaign, programmatic display and search advertising.

The Red C research identified 18-34 years olds as a specific target as they are more likely to try racing or increase the number of times they come racing than their older counterparts.

This audience is currently open to the idea of racing but needs a reason to attend and reconnect with the sport.

Research also recognised a pent-up demand among this group for sporting and social events, and new experiences after living with Covid restrictions for nearly two years.

“We are excited to launch this new ad campaign which demonstrates the social aspect and excitement a day at the races offers,” said Suzanne Eade, CEO of Horse Racing Ireland.

“Horse racing fits the bill perfectly for the 18-34 age group, identified in the research, who are looking to re-connect with racing or those who are keen to attend a new sporting and social experience.”

“The Red C research tells us that interest in the sport among the Irish population has increased from 23 per cent to 44 per cent in the past two years, which we want to capitalise on.”

“We hope this new targeted campaign will help us achieve our key objectives to grow engagement and increase interest levels in racing to maximise attendances at the 26 racecourses in Ireland.”



Sport for Business Partners