Revitalizing Horse Racing: A Captivating Campaign to Engage a New Generation

The horse racing industry is facing a public relations challenge, but Tina Bond, the president of the New York Thoroughbred Horsemen's Association (NYTHA), believes she has a solution. Her new campaign, "The Heart of Horse Racing," aims to cultivate a new generation of fans by sharing the compelling stories of those already immersed in the sport.

Unlocking the Passion and Potential of Horse Racing

Unifying a Fragmented Industry

The horse racing industry is often described as fragmented, with individual tracks and trainers operating as separate businesses. Tina Bond recognizes the need for a unified movement to effectively share the sport's narratives and captivate a new audience. "We're not like the NFL or baseball or soccer that's centralized," she explains. "This is a [unified] movement, and I think it's desperately needed."

Harnessing the Power of Storytelling

At the heart of The Heart of Horse Racing campaign is the belief that the industry has an abundance of compelling stories waiting to be told. "There's just so much opportunity for us to share our stories, we're just not very good at it," Bond says. The campaign has already produced a three-minute video featuring prominent figures like Jena Antonucci, Todd Pletcher, and Frankie Dettori, who share their passion for the sport and the unique roles they play within it.

Timing the Launch for Maximum Impact

Bond believes the campaign's launch is well-timed, with the Breeders' Cup on the horizon. "I think this is a good time to launch it prior to the Breeders' Cup. Maybe it'll get some traction at that kind of level," she says. The campaign has started in New York but is poised to expand nationwide, as it aims to impact the entire Thoroughbred industry.

Embracing a Multimedia Approach

The Heart of Horse Racing campaign is taking a multimedia approach to reach its target audience. In addition to the initial video, the campaign has amassed over 10 hours of footage from interviews conducted at Saratoga this summer. Bond envisions this content being shared across various platforms, including a dedicated YouTube channel and social media channels. "I think the video is important–that's what people gravitate to," she says.

Building Partnerships and Ambassadors

The success of The Heart of Horse Racing campaign will depend on the industry's support and engagement. NYTHA has already committed resources to the project, and Bond is actively seeking partnerships with other industry organizations, such as Fasig-Tipton and the Thoroughbred Owners and Breeders Association (TOBA). Additionally, Bond aims to build a network of ambassadors who can help amplify the campaign's message and reach.

Addressing Misconceptions and Barriers

Bond's research for the campaign has revealed some interesting insights about public perceptions of horse racing. Contrary to the industry's concerns, only 1.3% of media coverage is negative, and 62% of people have favorable views of the sport. However, there are still some barriers to overcome, such as the perception that the sport is not family-friendly and inclusive, as well as concerns about horse welfare and accessibility.

Shifting the Narrative from Gambling to the Horse

One of the key objectives of The Heart of Horse Racing campaign is to reframe the narrative around horse racing. Bond believes the sport is often marketed too heavily as a gambling activity, rather than one centered on the horses themselves. "I think we often miss that selling point," she says. The campaign aims to shift the focus to the jockeys, trainers, and owners and their deep-rooted love for the horses.

Embracing Change and Reinventing the Sport

Ultimately, Bond recognizes that the horse racing industry needs to evolve and reinvent itself to remain relevant. "This is not your grandpa's sport. This is not your dad's sport. This is our sport. So, we have to do this now or we're going to miss the boat-we can't get any more obsolete," she says, echoing the sentiment expressed by Jena Antonucci.The Heart of Horse Racing campaign represents a bold and innovative approach to addressing the industry's public relations challenges. By harnessing the power of storytelling, embracing a multimedia strategy, and fostering partnerships and ambassadors, Tina Bond and her team are poised to captivate a new generation of horse racing enthusiasts and secure the sport's future.