OJC NOW OFFERING MORE THEN JUST RACING
By Adnews Staff
The Ontario Jockey Club and its advertising agency Ranscombe & Co. recently launched a new ad campaign focusing on the theme "Powerful Entertainment." The campaign is designed to promote the recent changes and improvements to the Woodbine and Mohawk racetracks including the introduction of slot machines. Advertising broke April 3 with television and radio spots, print ads and out-of-home executions. The television, radio and print ads feature people escaping to the racetracks using James Bond methods. Meanwhile the out-of-home executions, running in the vicinity of both locations, promotes the fact that the racetracks are just minutes away. "We have invested over $100 million in improvements to our Woodbine and Mohawk sites and I think people are going to be shocked by the change," Helen Bacik, director of marketing said in a release. "But first we have to get you there." The OJC is reaching out to new players with its advertising promoting the fact they have expanded their offerings beyond racing. A new WoodbineMohawk.com Web site, created by Squeeze Intermedia, the interactive division of Ranscombe, launched April 7. The campaign runs until the fall. Media was handled by Genesis Media of Toronto.