The National Thoroughbred Racing Association is going to have a new advertising campaign tag line for the first time since 1998 when they started with “Go Baby Go.” They estimate that about $5 million will be spent in “media value,” including national and regional NTRA and member racetrack media buys.
The National Thoroughbred Racing Association (NTRA) will roll out a new advertising campaign featuring the new tag line, “Who Do You Like Today?” in 2006, the organization announced at its annual meeting and marketing summit in Lexington, KY.
The campaign will include five new television spots featuring celebrities, trainers, jockeys and everyday racing fans asking or answering the common race track query, “Who do you like today?” Among the entertainment, sports and business industry celebrities featured in the ads are Kid Rock, Dennis Hopper, Matthew Fox, Jerry O’Connell, Michael Imperiole, Wayne Gretzky, Rick Pitino and Sir Richard Branson, plus many others. All are longtime horse racing fans who volunteered their time.
“This new campaign celebrates the community of horse players while inviting new people to join that community,” said D.G. Van Clief, Jr., Commissioner of the NTRA. “We’re very excited about the direction the campaign is taking and look forward to rolling it out as part of a fully integrated marketing platform next year.”
The ad campaign, which will feature TV, print and Internet, was created and developed by Conover Tuttle Pace (CTP), an integrated advertising and communications firm headquartered outside of Boston. It was shot at such venerable race tracks as Churchill Downs, Belmont Park, Saratoga and Del Mar, with additional shooting scheduled at other tracks in 2006.