The second phase of a multi-channel digital campaign for www.lovetheraces.com, created by Rippleffect, has been launched with the aim of attracting a new audience to horseracing.
The site, overseen by Racing for Change, includes a strong social media focus to present the experience of a day at the races.
The first phase of the campaign launched in July, with an interactive campaign, also by Rippleffect, looking to widen the appeal of the sport. This saw nine brand advocates, known as ‘Voices of the Races’ who visited racecourses across the country and used Twitter and Facebook to present videos, photos and blogs of their experiences.
Rod Street, chief executive of Racing Enterprises Ltd, explained: “There are plenty of great websites out there that target the racing aficionado, but there was a real need for a different kind of site that really gives customers an insight into why a day at the races offers something for everyone.
“Now, we’re not just saying how good a day at the races is to our customers, we’re actually able to show them through lovetheraces.com – through the addition of the ‘Voices’, who will be talking about their own experiences from a personal level, and also from the modern and relevant content offered on the site.”
Andrew Binns, senior business development manager at Rippleffect, said that the agency felt that it was important the campaign reflected how horseracing has evolved.
“It is far more accessible than it is perceived to be and the work we are doing is geared towards creating exciting, innovative and interactive content,” continued Binns.
“It will drive awareness and attract race goers by giving insight into events and allowing potential customers to get under the skin of horseracing.”