Ontario Racing conducts campaign
The Ontario Lottery & Gaming Corporation and Ontario Racing have begun a new campaign in that province called “Welcome To The Track.” Developed by Forsman & Bodenfors Canada, it is intended to encourage new and lapsed horse racing enthusiasts to resume attending races. The creative depicts the experience of watching horse racing as “thrilling and timeless.” The campaign consists of a television commercial and online video, accompanied by radio, online and social media components. The effort will run until the fall. Media work was managed by MediaCom.
“We were really struck by the fact that as an entertainment option, horse racing is completely unique, and delivers such an immersive experience in a single venue,” said Glen D’Souza, executive creative director at Forsman & Bodenfors. “The amazing views from the stands, the competition, wagering and the ability to get up close to the horses and jockeys. The roar of the crowd and the visceral sounds at the track create excitement at every turn, and the sensorial nature of the campaign is designed to showcase that.”