Former Tottenham Hotspur midfielder, Jermaine Jenas, is at the heart of the new campaign by Great British Racing, which promotes raceday experiences as we head into a busy period for the sport.
Entitled ‘Everyone’s Turf’, the campaign seeks to maximise engagement and expand the audience of the sport for the Summer – as it continues growth ahead of some landmark meetings.
Jenas 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.”
Also taking center stage in the campaign is former Love Island star and ITV Racing presenter, Chris Hughes, as well as the first British Muslim woman to be crowned victorious in a British horserace, Khadijah Mellah.
Everyone’s Turf will run as a national advertising-led campaign which aims to show the different facets of the sport, and is receiving support from the Horserace Betting Levy Board (HBLB).
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.
“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,” added Rod Street, Chief Executive of Great British Racing.
“With such an array of race days on offer and something for everyone, we want to show how racing truly is everyone’s turf.”
The launch was originally planned for summer 2020 before Covid-19 hit, but is now being regarded as ‘even more important’ as racing competes for consumer spend in a tough market.
Gregg Taylor, Director of Marketing of the Racecourse Association, added: “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.”