Horse Racing Ireland Advertising Themes
Horse racing in Ireland has to find new ways to talk to the existing fans and to find and convert potential newcomers. The recession has taken disposable income out of many pockets and the impact is obvious at racecourses and other social outlets. We have looked at the mood of the nation and tested the kind of messages and imagery that would get through to racegoers and potential new fans alike. We have also looked in some depth at where those potentials might be found -and have some encouraging results. This brief summary of our research to date shows how new campaigns must capture the national mood and show the fit that racing has with their needs. Those needs begin with the fact that people still need to have fun ;they most enjoy shared experiences in a community of like-minded people;they feel a need to re-connect with a sense of Irishness; they want authentic experiences and they feel a greater affinity to the land and its traditions than during the boom years. Racing tickes all those boxes but the clever bit will be in translating that into effective communications .Watch this space... morourke@hri.ie @ruairc
Horse Racing Ireland Advertising Themes
- 1. Horse Racing ThemesPrepared forPrepared by David FanningDecember 2010
- 3. Major Significance of WomenHuge affinity of women with racing on a number of levels:Racing requires significant organising and women seem to play a key role in thisThe planning process - often taking up to a week or moreThe totality of the racing experience socialisation, fashion, ladies day all part of the appeal.Men too, point to the centrality of women to the racing experiencePointing out that this is unique: no other sporting environment involves women as much
- 4. Socialisation HugeIt is genuinely a socialisation experience rather than merely sportOften very significant planning involved Many comparing it to a wedding/debsExtended planning period heightens anticipationHuge excitement around the planning and build up
- 5. Quality Demands & ExpectationsThe quality demands and expectations of this audience is highThey have grown used to high standards across a range of social and sporting activitiesMusic venues back then v the O2 nowMusic festivals then v Electric PicnicAncillary activities surrounding events can make all the differenceHow long do I have to queue for beer?Whats the quality of the food?What sort of entertainment is there?Used to and expect Modern marketing: Fever at the Aviva
- 6. IrishnessThe Irishness of racing consistently emerges as a themeIt is our sport, part of what we are,It is an international sport but has a uniquely Irish character in IrelandIt reflects an Irish character expressed in a celebratory wayIt is for all: all tribes are welcomePeople watching: watching all walks of Irish life go by is part of the enjoyment.
- 7. ClassClass differences undoubtedly play a roleNot: class divide or conflict. Absence of antagonismTouch of Downton Abbey: different sectors of society in harmony, sense of structureSafe expression of social class identityPresence of Irish royalty: people from the social columnsYou hear all sorts of accents
- 8. Ritual & TheatreThe rituals of the day are an important part of the tapestryArrival and a drink, checking/discussing the form, watching the parade, plaing the bets, the race itself, collecting the winnings!A theatrical or dramatic quality is also notedThe show of the bookies; hand signals, codes, nods and winks, the said and the unsaidA craft with deep historical roots
- 9. Novices & First-timersCan be overwhelming for a newbieThe theatre and rituals can seem baffling and archaic. They need a mentor: an experienced hand who can guide them Some concerns that mentors may not be as frequent as they once were.
- 10. Blood & ThunderThe sheer physicality of the horses and the racing itself provides a visceral thrillAll of the sense are engagedThe almost primal sounds of hooves on turf, the crack of the whip the yelp of the crowd, etcThe colours: jockey colours, Physicality of an ancient sportSome recall of an old Powers ad which, it is felt, captured this well.
- 11. CelebrationThe atmoshere of a race meeting - especially a big meet is celebratory A celebration of our culture in our styleCheltenhamis the pinnacle of thisHuge pride at the fact that Cheltenham has an unmistakably Irish characterEmphasises the difference with English race meetings
- 12. Racers Racing (Adorers)The sport itself huge interest in the horses, the jockeys, the trainers, the owners, the turfAnd a fascination with trying to plot a matrix that might predict a winBetting is central to thisMen only: there is a (significant) role for women inn racing but the sport/gambling side is dominated by menReal respect for jockeys among this constituency warriors of sport.
- 13. History is DeepGoes back many centuriesTaming natureGladiatorial origins
- 14. Money & PowerAccess to a different worldSense of billionaire and millionaires involvedSheiks and lordsSome sense of thrill at being so close to wealth and power
- 15. CelebrityStrong sense of racing being connected to celebrity cultureCeleb punters:Grainne Seoige, OGara, Rosanna Davison , Michael Owen, The rich and famousReaches its height on ladies day; major appeal here for womenCeleb endorsement has an influence Hector campaign widely mentioned
- 16. J.xxxxThank you