racing_news/

At The Races supports its racecourse partners with local radio push to over 3 million listeners 20/04/05

In conjunction with a number of its racecourse partners, At The Races has developed a major radio-based advertising and promotional campaign aimed at increasing racecourse attendances as well as raceday betting turnover.

Co-ordinating the campaign across an initial group of 8 racecourses - Exeter, Hexham, Kelso, Leicester, Perth, Stratford, Taunton and Towcester - At The Races has produced and fully funded a plan incorporating advertising and promotions across 17 regional radio stations. The intention is for similar campaigns to be rolled out for the other ATR affiliated racecourses in due course.

The campaign aims to prompt a broad range of listeners to consider racing when looking for a day out or planning their leisure time. Advertising will communicate the appeal of a day at the races while promotions will highlight specific fixtures, discounted and free admission offers and other bespoke messages. Both will encourage listeners to get out, do something different and enjoy the excitement and thrill of a day at their local racecourse.

Matthew Imi, Chief Executive of At The Races said, "At The Races is committed to supporting its racecourse partners, their businesses and the domestic racing industry as a whole. We are in a unique position to be able to coordinate and manage this sort of activity and believe that we can make a difference for our racecourses in influencing a person's decision on how to enjoy their leisure time. This campaign will be of great benefit to the partner racecourses involved and fits perfectly with our objective of communicating the appeal of racing to as wide an audience as possible. It also assists with two key objectives for the Board of any racecourse, namely increasing racecourse attendance and driving betting turnover."

The campaign breaks today and will reach 3,080,000 listeners around the United Kingdom and more than 20% of all adults within the covered areas.

Listeners to stations including Newcastle's Metro Radio, Edinburgh's Radio Forth and Exeter's Gemini FM will be offered the chance to win VIP hospitality at selected race days and up to £1,250 each in cash prizes.