Hector The New Face Of Irish Racing Horse Racing Ireland (HRI) has signed up TV personality Hector O hEochagain to front a new €500,000 TV advertising campaign aimed at recruiting a new generation of racegoers. The new campaign, targeted at 20-29 year olds, emphasises the leisure and social aspects of racing. It will be launched next week to promote the Guineas Festival at the Curragh. The TV ad will be backed up with a significant regional radio advertising campaign. Speaking on the new campaign Michael O´Rourke, Marketing Director, HRI said “Hector’s image and personality fits in with what we are trying to achieve. This is the first time we have joined up with an individual celebrity and this is a new departure for HRI. Hector has signed a two-year contract and is being used in radio and TV campaigns for both local and national race meetings.” The style of the ad will be fast paced and punchy incorporating split screen images and highlighting themes such as the simplicity of placing a bet. “Our advertising will recruit new racegoers by showing the social and leisure aspects of a day’s racing while our other marketing activities will try to build repeat custom by revealing the richness of racing as a sporting experience.”, said O’Rourke. The organisation´s agency, Young Euro SCG Advertising, has developed the new campaign. It follows “The Jumps” campaign, developed by Youngs´ predecessor, Cawley Nea. HRI is also sponsoring a racing programme on TV3, Go Racing, at a cost of €250,000 that is aimed at more seasoned race goers. Presented by racing expert Brian Gleeson, the programme is broadcast at 7:30pm on Thursday evenings and repeated on Saturday mornings. The series includes profiles of leading industry figures, trainers, jockeys and owners. Go Racing also takes a comprehensive look at action from the track during the previous week along with special features such as visits to the National Stud. Go Racing is a fifteen-week series that will run up to the Galway Festival in July.
