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Editorial: Can Twitter, Fashion, and Alpha Bloggers Save Racing?

A recent longform article on Deadspin, penned by a guest of the America’s Best Racing campaign earlier this year, questioned the goals of the marketing plan. Author Jeb Lund admitted that it is difficult to measure the correlation between giveaways or clubhouse seats on a promotion day and lifelong racing fans who could become owners […]

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Breeders’ Cup plans mystery-mutuel voucher promotion to drive offsite wagering

The Daily Racing Form reports that the Breeders’ Cup will award one $500,000 cash prize to the winner of a mystery-mutuel voucher promotion on day two of this year’s Breeders’ Cup at Churchill Downs.  The promotion is designed to drive handle at simulcast betting sites while also providing marketing data to the BC, such as […]

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Comcast bans harness racing TV ad for being “lewd”

From the files of bizarre horse race marketing, View From the Racetrack Grandstand says the following commercial for PA Harnessweek has been banned by Comcast in Philadelphia for being “obscene, indecent, and lewd.”  See for yourself…

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Ehalt: Obsession with Pick Six no way to attract new fans

At his NTRA blog, Bob Ehalt follows up on the McKinsey and Company report on the state of the industry with his take on promoting the Pick Six and other difficult-to-hit wagers.  He says the industry places way too much emphasis on such wagers as a way to attract new fans: “Really, folks. How many […]

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WinStar launches contest for Colonel John’s first foals

Press Release WinStar Farm has launched a campaign to promote the first crop of foals from their multiple Grade 1-winning stallion Colonel John. The campaign, dubbed “First Recruits”, features a contest using Facebook where the general public can cast votes – by clicking the “Like” button – on photos of 32 Colonel John foals that […]

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Jockey Club: All aboard the common sense train

I’m not a big fan of The Jockey Club. It’s an elitist organization that hand picks its members, operates like an autocracy, has been obsessed with power, profit and control in areas far beyond its core mission of maintaining integrity of the American Stud Book, and then often has been curiously slow or reluctant to […]

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Track execs welcome Jockey Club marketing plans

The initial response has generally been positive to the Jockey Club’s five-year marketing plan announced Sunday as part of the McKinsey and Company report on the industry.  Hollywood Park president Jack Liebau tells the Daily Racing Form, in particular, he likes the idea of creating a mock wagering site: “One of the big problems that […]

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Marketing expert: New Jersey put on good show with Haskell, Hambletonian

Veteran marketing expert Joe Favorito writes that the Haskell and the Hambletonian showed glimpses of New Jersey’s glorious racing past and what it could be again.  Between the network television coverage of both events and the excellent on-track attendance, there were certainly opportunities to draw in new fans.  He suggests, with a few enhancements – […]

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Betfair strikes ‘bum’ marketing deal with beach volleyball players

New from the marketing gurus at Betfair: Backside advertising.  And we don’t mean the backside of the racetrack. At a pre-Olympic beach volleyball tournament this weekend in London, British champions Zara Dampney and Shauna Mullin will sport bikinis with a Betfair logo and Quick Reponse barcode on their rear ends.  When someone takes a picture […]

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It’s Mardi Gras day at the Spa

Press Release French New Orleans ambiance and the irrepressible spirit of Mardi Gras will arrive trackside Wednesday as Saratoga Race Course celebrates the inaugural Foxwoods Mardi Gras at the Spa. Inspired by the timeless New Orleans Fat Tuesday holiday festival made famous by the “Big Easy,” the day-long celebration features traditional Mardi Gras food, beads, […]

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