This year's television ratings for the Kentucky Derby were the highest since 1992, a trend that has taking the sport in a new direction and look at it's future and fan base. Coverage of thoroughbred racing by NBC and it's sister network BRAVO has fueled a new group of racing fans that could generate a popularly and help the racing regain it's "Sport of Kings" status.
Many of racings "hard core" players don't think the addition of guest chefs during racing broadcasts will help the key element in all this; handle, but any positive press of the sport can do well in the long run for it's future. This latest upswing in the picture of racing has had all the business media types looking up new and creative ways of promoting the sport. We don't have to go any farther than this weekend's Preakness Stakes at Pimlico racetrack.
A two week media blitz across the Baltimore area has raised some eyebrows on the exact direction the sport of kings presents itself through this campaign. The ad campaign is aimed toward the younger people through billboards across the Maryland landscape and it's called; "Get Your Preak On". This new slogan is a play on the 90's phrase "Get Your Freak On" that was so popular during that time. It's a cutting edge take on a sport that usually has more "seasoned" participates . Some say this new slogan is a bit "over the edge" while others think it's a fresh new way to promote the sport. The demographic aim toward 21 to 35 year olds, a target that could breathe new life into the sport.
The campaign has been place on MTV, VH1 and ESPN. Billboards and bus stop signs in various locations throughout the metro area display the ad campaign which was developed by Elevation, an ad agency in Washington D.C. Along way this new ad campaign, Pimlico Racecourse itself has created new promotions for this year's Preakness Stakes.
The infield tickets have been reduced in price from last year and also lower in advance. The "bring your own in" policy on alcohol that was put in place last year has been revised to be a infield Mug cup promotion. For $20.00 you receive a souvenir cup with wristband that entitles all you can drink for the day at this one price. Of course, those who don't act responsible will be cut off from the beer. It's hope that this new offer will bring back the fans who didn't go last year because of the new rules. Track management is trying to weigh all the options and not alienate those who have came to Preakness Day for generations.
The Maryland racing circuit has fallen on hard times in recent years. Without slot money, both Pimlico and Laurel racetracks are on the brink of bankruptcy and closing. Getting new fans to the track is the main object of most racetracks across the country. While some "old school" race goers and media pundits may find this new approach a bit shocking, I think it's the way to stay modern and keep up with the times. In a world where the gambling dollar has all types of different ways to be spent, horse racing must look to the future. And if it means getting "hip" and focusing on the young, in the long run it will payoff. I just wished that the tracks 25 years ago thought of this!
No comments:
Post a Comment