OLG releases rap song
By Derek Winkler
The Ontario Lottery & Gaming Corporation has begun a campaign called “Let’s Hit The Track” to promote horse racing. It was developed by Balmoral Multicultural Marketing and features a rap song intended to raise awareness of horse racing within Ontario’s South Asian and Chinese communities, particularly among younger consumers. The song has been released in Hinglish, Cantonese and Mandarin and highlights the experience of visiting a race track. The campaign includes online videos and social media content, as well as video display and banner advertising. It will run until the end of August.
“The key challenge was to position horse racing as the preferred entertainment choice over other popular multicultural entertainment options like movies, concerts, gaming and community events,” said Jeffrey Almeida, managing director at Balmoral. “So, our approach and strategy were simple; use entertainment to sell entertainment. The approach had to be bold and dynamic, to get a new generation of fans galloping toward the rails. It also had to be rooted in the values, behaviour and lived experiences of these multicultural audiences.”