Great British Racing Launches Everyone’s Turf Campaign
Something for everyone at over 400 horseracing fixtures this summer.
Great British Racing has today launched its Everyone’s Turf campaign to showcase how there is something for everyone this summer at British racetracks and to help to maintain and grow attendances during the vital July to September period. The campaign is being run on behalf of the Racecourse Association (RCA) and is funded by the Horserace Betting Levy Board (HBLB), with additional contributions from GBR.
The national campaign is fronted by broadcaster and former footballer, Jermaine Jenas, who features in promotional content shot last month at Sandown racecourse, along with headline creative showing racing as an inclusive and welcoming sport for all. You can watch the video here: https://youtu.be/ztPeJxmXgLo
Jermaine said, “I’m delighted to be part of the Everyone’s Turf campaign. A day at the races has so much to offer everyone – whether you’re a family looking to spend quality time together in the great outdoors; sports fans who love the thrill of the race, or friends wanting to catch up and have a special day together, complete with great entertainment, fabulous food and drink and a wonderful atmosphere.”
Everyone’s Turf will run as national advertising-led campaign, showcasing the different facets of the sport, with assets shared across racecourses to ensure consistency and prominence across the summer period. It builds on the findings of GBR-led consumer research which shows that consideration of a day at the races is particularly high amongst 25-34 year olds and focuses on this audience, whilst also encouraging existing fans to return to the races.
Rod Street, Chief Executive of Great British Racing said, “We’re excited to launch this important campaign which was originally planned for summer 2020 before covid hit and is now even more important as racing competes for consumer spend in a tough market. Our thanks go to the HBLB for funding it during a summer period which has traditionally been such an important time for the sport with 35% of our annual attendances coming in quarter three. With such an array of racedays on offer and something for everyone, we want to show how racing truly is everyone’s turf.”
Gregg Taylor, Director of Marketing said, “We wanted to create a campaign which felt relevant and contemporary and which would help to shine a light on the many different aspects which make racing a great day out for everyone. We will be running a broad advertising campaign over the next three months including out of home, radio and digital, with additional promotional support and have been working with racecourses to ensure that they have all the assets they need to make the campaign as joined up as possible and help promote the sport over the next few months.”
Alan Delmonte, Chief Executive of the HBLB said, “The HBLB is pleased to be lending its support to this important campaign. Maintaining interest in British horseracing is fundamental to the future health of the sport and is directly linked to the HBLB’s overall objectives.”
David Armstrong, Chief Executive of the Racecourse Association said, “This is a welcome boost for the sport following two years of covid. With the additional challenge of the cost of living crisis and pressure on consumer spend, there has never been a more important time to showcase everything that a day at the races has to offer and racecourses will be wholehearted in their support of the campaign.”
To find out more about Everyone’s Turf and local fixtures visit: greatbritishracing.com/EveryonesTurf
