Foxy in New Ad Campaign

[Sydney]

NTRA introduces new advertising campaign

The National Thoroughbred Racing Association introduced a new advertising campaign with the tag line, ?Who do you like today?? during the association?s annual meeting and marketing summit on Tuesday in Lexington. The slogan will replace "Go, Baby, Go" in 2006 as the central theme of NTRA advertising.

The new campaign will include five new television spots with celebrities, trainers, jockeys, and fans asking or answering the question, "Who do you like today?" Among those appearing in the ads are celebrities Kid Rock, Dennis Hopper, Matthew Fox, Jerry O'Connell, Michael Imperiole, Wayne Gretzky, Rick Pitino, Alex Trebek, and Sir Richard Branson; trainers Bob Baffert, Bobby Frankel, D. Wayne Lukas, and Todd Pletcher; and jockeys Jerry Bailey, Jorge Chavez, and retired Racing Hall of Fame jockey Angel Cordero Jr.

"This is really targeted to the core fan, the light fan, and the potentials," said Chip Tuttle of Conover Tuttle Pace, which developed the campaign for the NTRA. "One of the things we say about this campaign is it is a celebration of the community of horse players and an invitation to join that community. We talk about this campaign being more about being a horseplayer than horse racing. I think everyone in this room would agree that we?ve just about exhausted the variations of brown horses running in a circle. We?re out of clever ways to do that as television advertisers." The NTRA estimated that more than $5-million in media value will be put behind the campaign, including national and regional NTRA and member racetrack media buys.

Courtesy of The Thoroughbred Times