Horse Racing Ireland launches ‘Proper Day Out’ advertising campaign

Horse Racing Ireland’s new advertising campaign ‘Proper Day Out’ launches this weekend and follows on from the 2020 ‘On Your Terms’ campaign.

The campaign objective is to encourage 18- to 35-year-olds to consider racing as a social day out with friends.

The creative concept grew from a number of core findings identified in national research conducted by Red C.

The campaign, which reflects the atmosphere and the socialising aspect at a race meeting, will be led by TV and broadcast video on demand (VOD), with special spot buys into programmes appropriate for this target audience.

In addition, the campaign will also include youth-targeted radio, digital audio, Spotify and podcast advertising. This will be supported with an ‘always on’ social campaign, programmatic display and search advertising.

The Red C research identified 18- to 34-year-olds as a specific target as they are more likely to trial racing or increase the number of times they go racing than their older counterparts. This audience are currently open to the idea of racing but need a reason to attend and re-connect with the sport.

Research also recognised a pent-up demand among this group for sporting and social events and new experiences after living with Covid restrictions for nearly two years.

Suzanne Eade, Horse Racing Ireland CEO, said: “We are excited to launch this new ad campaign which demonstrates the social aspect and excitement a day at the races offers. Horse racing fits the bill perfectly for the 18-34 age group, identified in the research, who are looking to re-connect with racing or those who are keen to attend a new sporting and social experience.

“The Red C research tells us that interest in the sport among the Irish population has increased from 23% to 44% in the past two years, which we want to capitalise on. We hope this new targeted campaign will help us achieve our key objectives to grow engagement and increase interest levels in racing to maximise attendances at the 26 racecourses in Ireland.”