A new marketing initiative called ‘Welcome To The Track’ from Ontario Racing and major supporter Ontario Lottery & Gaming Corporation (OLG) seeks to attract both new and lapsed fans to this season’s horse racing.
The marketing initiative, which was developed in harness with agency Forsman & Bodenfors Canada and dropped on 6 May to leverage the start of the racing season and will run through until the Fall, showcases many moments which together create a thrilling and timeless race smack bang in the middle of Ontarians backyard.
The integrated, multi-media campaign features Ontario drivers, jockeys and horses, plus Ontario race tracks spans television, radio, online, and social elements.
The hero TV spot and online video showcases the beauty, poetry and human moments which make horse racing so exciting. Shot in slow motion, the film from the governing body for horse racing in Ontario spearheads an integrated campaign which aims to bring people back to the track by positioning horse racing as a unique and exhilarating entertainment option and it was supported by a set of 16- and 7-second cut downs.
‘We’re very excited about this campaign, and grateful for OLG’s ongoing support of the horse racing industry. We’re looking forward to welcoming fans back to the tracks and, preparing for a season that will be fun for the whole family, said Ontario Racing Executive Director Gordon Thain.
“After two years of restricted activities, Ontarians are anxious to socialize and create new experiences. Horse racing is the perfect activity to enjoy with friends and family,” commented OLG Senior Product Development & Marketing Manager Lori Shea. “The advantage of horse racing is that customers create their own experience, it can be a low-key afternoon or evening sitting in the dining room watching the race, or it can be exhilarating as you stand outside at the rail and watch your horse cross the finish line. Horse racing caters to all.”
“We were really struck by the fact that as an entertainment option, horse racing is completely unique, and delivers such an immersive experience in a single venue,” said Executive Creative Director Forsman & Bodenfors Glen D’Souza. “The amazing views from the stands, the competition, wagering and the ability to get up close to the horses and jockeys. The roar of the crowd and the visceral sounds at the track create excitement at every turn, and the sensorial nature of the campaign is designed to showcase that.”
Scouts Honour handled production, while Nimiopere, Alter Ego Post, The Vanity and TA2 ran sound and music post-production, plus media was run through MediaCom.
The campaign was created for OLG/Ontario Racing’s VP Horse Racing and Casino Operations Tina MacMillan, Director of Product Development & Marketing Adriana Spatzner and Senior Product Development and Marketing Manager Lori Shea by a team at agency Forsman & Bodenfors Canada which included Chief Creative Officer Matt Hassell, Executive Creative Director Glen D’Souza, Associate Creative Director Elijah Di Gangi, Senior Writer Steve Whittingham, Art Directors Bryan Howarth and Olisa Ogbolu, Agency Producer Leanne McLellan, Head Of Strategy Andrew Carty, VP Of Client Service Julien Bissuel, Group Account Director Tyler Kawa, Senior Account Executive Aida Haddad and Account Executive Leah Chayer.
The team at production company Scouts Honour was led by Executive Producers Simon Dragland and Rita Poplielak Director with DP Kristofer Bonnell.
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