ONTARIO JOCKEY CLUB
By Adnews Staff
Ranscombe & Co. is off to the races. The Toronto agency recently launched a print and radio campaign for the Ontario Jockey Club to get people out to the track. Outdoor advertising will begin in August. The ads focus on the magnificence and athleticism of the thoroughbreds. Ranscombe won the account last week in a competition with two other agencies. The Jockey Club had been with Vickers & Benson Advertising of Toronto for years, but the OJC decided to have a review because it wanted to change the direction of its advertising, according to agency president Jim Ranscombe. Past advertising has targeted people who already go to the track, Ranscombe told Adnews yesterday. The new approach is to draw in new people, focusing on the sport instead of the betting. Ranscombe will handle advertising for the Woodbine Racetrack in Toronto, and the Mohawk Raceway in Campbellville, Ont. Genesis Media of Toronto continues to handle media buying. The OJC is the governing body for Ontario racetracks.