HRI launches new television and marketing campaign

Horse Racing Ireland will roll out a new television marketing campaign across the major television channels on Monday as part of a fresh initiative to increase interest in the sport.

The campaign is being led by Paul Dermody, HRI commercial and marketing director, who believes the project has a hard act to follow after the Let Yourself Go advert, which featured TV celebrity Hector Ó hEochagáin, from seven years ago.

The message HRI will be delivering this time is Every Racing Moment, and Dermody said: “The key things we want to drive are interest levels and the profile of Irish racing and we want to enhance the experience of our consumers as well. We also want to drive attendance at the racecourse.

“We have 26 racecourses which are all committed to marketing and celebrating their own fixtures and festivals but we need to drive this sport as a whole.

“We felt it was the right time to update the visual identity and logo of HRI. We've come up with a very fresh new logo for HRI and that's what we're launching on Friday. From Monday, we'll be rolling out our television campaign across all major channels.”

The advertisement is aimed at various different interest groups related to racing and will feature some famous faces.

Dermody added: “The campaign message that underpins every advertisement we take forward from here will contain the words Every Racing Moment.

“We recorded the footage at Galway and at the Curragh over the summer and there'll be some famous faces in there. Everybody remembers the Let Yourself Go campaign so we’ve got some big boots to fill.”

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