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British Racing Unveils "Rebranding Exercise"

Tuesday, 12th May 2009

In the UK overnight, British racing's latest "rebranding exercise" was unveiled, following a 6-months analysis by marketing consultancy Harrison Fraser. Racingpost.com summed up: "Hundreds of ideas that have emerged from countless hours of consultation, 7 development groups & a mountain of co-operation are coming together in a bid to take a new British horseracing brand to a fresh audience, while cementing better relations with existing customers." The rebranding exercise "has centred its attention on earlier findings that horseracing attracts a regular race-going audience of 396,000 a year, but is invisible to 90% of the population". Joint project organiser David Fraser summed up: "That provides a tremendous opportunity for racing, which has to maintain existing numbers of regular racegoers, encourage occasional visitors to attend more often & try to engage those who don't go racing at all." His colleague John Harrison added: "Racing has assets to die for, but they are not being fully exploited for the mass market." Harrison & Fraser explained groups of existing customers "had been identified whose participation must be retained, among them owners, serious & regular punters, corporate racegoers & middle-aged couples". However involvement had to be grown among other groups: "young girls, men & groups of friends, on-line fans, young families, those with teenage children & older couples".

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