This is an interesting first for horseracing followers.
According to an article by the Blood Horse, a group called America’s Best Racing (ABR) is planning a national bus tour in the hopes of increasing interest in the major days of Thoroughbred racing. If you follow the sport of racing at all, you know there’s some great ones.
The advance press on the budding plans of America’s Best Racing is exciting. The mode of transportation is a 45-foot-long ABRV – I’m pretty sure it’ll have all the bells and whistles – that will visit popular locales and strategic locations within destination cities. One goal is to find and develop horse racing interest from a younger audience.
ABR was created as a result of recommendations by a McKinsey and Company 2011 study. Initial planning is to begin the tour in March 2013.
At this time, ABR is seeking brand ambassadors. Their function on the trips is to provide interest and content for ABR’s website and a live Twitter feed.
The Jockey Club originally commissioned the McKinsey study. It has already executed some of the recommendations of the report.
Jason Wilson, vice president of business development of The Jockey Club, said:
Our mission is to promote the exciting lifestyle and competition that occur around our sport’s best events—highlighting the fashion, celebrity participation, travel opportunities, gambling, and racing—and we believe this is a great way to introduce a younger audience to the sport.
We decided to take our compelling story on the road and to directly interact and engage with the millennial generation on their turf.
The main focus of the ABRV tour is to promote racing’s While biggest events during the year. The brand ambassadors have a wider interest with focus on major events in the sporting world, pop culture and entertainment venues throughout the country. They will be interacting with “the target demographic.”
This is a serious effort by ABR to promote the industry. ABR has hired Leverage Agency as partnership and marketing agency.
The Jockey Club concludes that:
Leverage Agency has expertise in creating marketing partnerships through branded packaging, sponsorship sales, content creation and distribution, public relations, social media, digital, experiential marketing, and asset valuation analytics.
Leverage Agency is based in New York City and runs an office in Los Angeles.
The complete tour schedule will be released in the future.
Article Source: Blood Horse
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