horse racing ireland advertising themes
DESCRIPTION
Horse racing in Ireland has to find new ways to talk to the existing fans and to find and convert potential newcomers. The recession has taken disposable income out of many pockets and the impact is obvious at racecourses and other social outlets. We have looked at the mood of the nation and tested the kind of messages and imagery that would get through to racegoers and potential new fans alike. We have also looked in some depth at where those potentials might be found -and have some encouraging results. This brief summary of our research to date shows how new campaigns must capture the national mood and show the fit that racing has with their needs. Those needs begin with the fact that people still need to have fun ;they most enjoy shared experiences in a community of like-minded people;they feel a need to re-connect with a sense of Irishness; they want authentic experiences and they feel a greater affinity to the land and its traditions than during the boom years. Racing tickes all those boxes but the clever bit will be in translating that into effective communications .Watch this space... [email protected] @ruaircTRANSCRIPT
Horse Racing Themes
Prepared by David FanningDecember 2010
Prepared for
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Key Themes Emerging
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Major Significance of Women
Huge affinity of women with racing on a number of levels:
Racing requires significant organising and women seem to play a key role in this
The planning process - often taking up to a week or more
The totality of the racing experience –socialisation, fashion, ladies day – all part of the appeal.
Men too, point to the centrality of women to the racing experience
Pointing out that this is unique: no other sporting environment involves women as much
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Socialisation Huge
It is genuinely a socialisation experience rather than merely sport
Often very significant planning involved
Many comparing it to a wedding/debs
Extended planning period heightens anticipation
Huge excitement around the planning and build up
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Quality Demands & Expectations
The quality demands and expectations of this audience is high
They have grown used to high standards across a range of social and sporting activities
Music venues back then v the O2 now
Music festivals then v Electric Picnic
Ancillary activities surrounding events can make all the difference
How long do I have to queue for beer?
What’s the quality of the food?
What sort of entertainment is there?
Used to and expect Modern marketing: Fever at the Aviva
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Irishness
The Irishness of racing consistently emerges as a theme
It is “our sport”, part of what we are,
It is an international sport but has a uniquely Irish character in Ireland
It reflects an Irish character expressed in a celebratory way
It is for ‘all’: all tribes are welcome
People watching :’ watching all walks of Irish life go by’ is part of the enjoyment.
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Class
Class differences undoubtedly play a role
Not: class divide or conflict. Absence of antagonism
Touch of Downton Abbey: different sectors of society in harmony, sense of structure
Safe expression of social class identity
Presence of Irish royalty: people from the social columns
“You hear all sorts of accents”
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Ritual & Theatre
The rituals of the day are an important part of the tapestry
Arrival and a drink, checking/discussing the form, watching the parade, plaing the bets, the race itself, collecting the winnings!
A theatrical or dramatic quality is also noted
The show of the bookies; hand signals, codes, nods and winks, the said and the unsaid
A craft with deep historical roots
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Novices & First-timers
Can be overwhelming for a ‘newbie’
The theatre and rituals can seem baffling and archaic.
They need a mentor: an experienced hand who can guide them
Some concerns that mentors may not be as frequent as they once were.
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Blood & Thunder
The sheer physicality of the horses and the racing itself provides a visceral thrill
All of the sense are engaged
The almost primal sounds of hooves on turf, the crack of the whip the yelp of the crowd, etc
The colours: jockey colours,
Physicality of an ancient sport
Some recall of an old Powers ad which, it is felt, captured this well.
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Celebration
The atmoshere of a race meeting - especially a big meet – is celebratory
A celebration of our culture in our style
Cheltenham is the pinnacle of this
Huge pride at the fact that Cheltenham has an unmistakably Irish character
Emphasises the difference with English race meetings
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Racers Racing (Adorers)
The sport itself – huge interest in the horses, the jockeys, the trainers, the owners, the turf
And a fascination with trying to plot a matrix that might predict a win
Betting is central to this
Men only: there is a (significant) role for women inn racing but the sport/gambling side is dominated by men
Real respect for jockeys among this constituency – warriors of sport.
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History is Deep
Goes back many centuries
Taming nature
Gladiatorial origins
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Money & Power
Access to a different world
Sense of billionaire and millionaires involved
Sheiks and lords
Some sense of thrill at being so close to wealth and power
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Celebrity
Strong sense of racing being connected to celebrity culture
Celeb punters:
Grainne Seoige, O’Gara, Rosanna Davison , Michael Owen,
The rich and famous
Reaches its height on ladies day; major appeal here for women
Celeb endorsement has an influence – Hector campaign widely mentioned
16J.xxxx
Thank you