Posted on September - 19 - 2010
Rippleffect launches site to encourage people to horseracing
DIGITAL agency Rippleffect has developed a website to encourage more people to enjoy horseracing.
The Old Hall Street agency teamed up with Racing for Change to launch www.love theraces.com.
The campaign has been pulled together by the racing industry to “make the sport more accessible”. The site discusses all the elements that can make up a day at the races, from the races themselves to the glamour associated with big race days.
Racing for Change is an initiative created by Racing Enterprises.
The Racing for Change board includes representatives from racecourses, the Horserace Betting Levy Board and the British Horseracing Authority.
Its website features nine horseracing fans, “the Voices of the Races”, who were recruited through social networking sites Facebook and Twitter. They will visit racecourses across the country and upload blogs, pictures and videos to the site.
The website also offers fashion tips, a beginner’s guide to racing by James McQuillan, a horseracing fan and former star of The Apprentice, and includes interviews with stars and fans of the sport.
Andrew Binns, senior business development manager at Rippleffect, said: “It was important the campaign reflected how horseracing has evolved, it is far more accessible than it is perceived to be and the work we are doing is geared towards creating exciting, innovative and interactive content.
“It will drive awareness and attract race goers by giving insight into events and allowing potential customers to get under the skin of horseracing.”
Rod Street, chief executive of Racing Enterprises, said: “There are plenty of great websites out there that target the racing aficionado, but there was a real need for a different kind of site that really gives customers an insight into why a day at the races offers something for everyone.
“Now, we’re not just saying how good a day at the races is to our customers, we’re actually able to show them through lovetheraces.com – through the addition of the Voices, who will be talking about their own experiences from a personal level, and also from the modern content offered on the site.”
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