Horse Racing Ireland and Folk Wunderman Thompson have launched a new above the line campaign called ‘A Proper Day Out’, which repositions the sport of horse racing amongst a younger cohort of racegoers (18-35yo), reinvigorating the entertainment experience that can be enjoyed through a day at the races. The campaign will run across TV, VOD, digital audio, radio, digital display and social.
According to Aileen Goatley, marketing manager at Horse Racing Ireland: “When planning a social experience horse racing hasn’t traditionally been top of the agenda for the 18-35 year old audience but there are a myriad of reasons it should be. Very little compares experientially to a day at the races – the exhilaration and adrenaline rush you get when your horse romps home, to catch-ups with friends and forging new relationships over a mutual love of sporting events, fun experiences and days out.
This campaign epitomises those feelings and emotions and demonstrates everything that a day at the races has to offer, particularly for a younger audience who have been starved of experiences and events over the last two years.”
“Anyone who has ever been to the races knows it’s a great day out. Regardless of whether you get dressed up for the occasion or study the form with vigour, you’re getting to hang out in an exciting and fun environment with friends all while enjoying the surroundings of world-class sporting entertainment. ‘A Proper Day Out’ is very much a celebration of all of this,” adds Karl Waters, creative partner at Folk Wunderman Thompson.
Credits:
Agency: Folk Wunderman Thompson
Creative Partner: Karl Waters
Managing Director: Enda Kelly
Social Director: Vivian Huynh
Creative Team: Rory Connolly, Copywriter
Helen O’Higgins, Art Director
Strategic Planner: Derwin Myers
Account Team: Sarah Conlan, Senior Account Manager
Sarah Michael, Account Manager
Agency Producer: Mick Cullen, Eric Brindley
HRI Client Credits
Marketing Manager: Aileen Goatley
Digital Marketing Manager: Sophie O’Hare
Director: Stevie Russell
Production Company: Saturday Films
Post Production: Windmill Lane
Post Producer: Jessica Felton
Editor: Lee Hickey
Colourist: Matt Branton
VFX Team: Aidan O’Leary & Manus Goan
Media Agency: OMD
