NTRA

For years and years, horseracing advertising had been the same. It showed the product (horses running around the track) but failed to capture the unique participatory facets of the sport or to position the activity as hip or stylish. As a result, horse racing was increasingly perceived by non-fans as an "old man's" sport. CTP developed a new campaign, “Who Do You Like Today?” that utilizes celebrity horse racing fans to capture the essence of fan participation - the puzzle and ownership of choosing who to bet on. NTRA member tracks utilized the campaign in record numbers, resulting in increased unaided and aided recall of the campaign and increased interest among a younger target.

View Selected Work:

• Print
• TV
• Radio