Ontario Racing conducts launch campaign
Ontario Racing, an organization representing 14 horse raceways and racetracks in the province, has begun a new brand initiative intended to promote horse racing to a younger generation of consumers. The brand identity was developed by BBDO of Toronto in collaboration with the Ontario Lottery and Gaming Corporation and the Ontario Horse Racing Association. A launch campaign for the brand began earlier this month, timed to coincide with the Kentucky Derby. It includes television, digital, online video, cinema, magazine and out-of-home advertising, along with social media activities, industry sponsorships and a website at <http://www.ontarioracing.com>. The creative focuses on the excitement of the sport and the personal stake that comes from wagering on it.