ONTARIO JOCKEY CLUB CHANGES NAME TO WOODBINE ENTERTAINMENT
By Adnews Staff
The Toronto-based Ontario Jockey Club has changed its name to Woodbine Entertainment Group. According to the 120-year-old sports organization, the new name represents the various activities offered at its Woodbine and Mohawk racetracks, through its Racing Network and HorsePlayer Interactive telephone and Internet wagering and through its Champion Teletheatres. "There's a lot of competition for the entertainment dollar," said Helen Bacik, director of marketing for the group. "Our tracks have a loyal customer base, but we need to attract a broader range of customers by illustrating the growth and diversity of all our lines of business." Woodbine Entertainment worked with Perennial Inc. of Toronto to create a new corporate identity for the organization including separate, but consistent, logos for both the Woodbine and Mohawk racetracks. The new identity was unveiled on June 1, at which point the sports organization's new name and look were also updated in its current advertising and marketing activities, done by Leo Burnett of Toronto. A small print campaign in horse racing publications will also be used to raise awareness of the Ontario Jockey Club's new name.