Horse Racing Ireland and Folk Wunderman Thompson have launched a new above the line campaign ‘A Proper Day Out’, repositioning the sport of horse racing amongst a younger cohort of racegoers (18-35yo), reinvigorating the entertainment experience that can be enjoyed through a day at the races. The campaign will run across TV, VOD, digital audio, radio, digital display and social.

Aileen Goatley, marketing manager at Horse Racing Ireland added, “When planning a social experience horse racing hasn’t traditionally been top of the agenda for the 18-35 year old audience but there are a myriad of reasons it should be. Very little compares experientially to a day at the races – the exhilaration and adrenaline rush you get when your horse romps home, to catch-ups with friends and forging new relationships over a mutual love of sporting events, fun experiences and days out. This campaign epitomises those feelings and emotions and demonstrates everything that a day at the races has to offer, particularly for a younger audience who have been starved of experiences and events over the last two years.”

Speaking about the campaign, Karl Waters, creative partner at Folk Wunderman Thompson said, “Anyone who has ever been to the races knows it’s a great day out. Regardless of whether you get dressed up for the occasion or study the form with vigour, you’re getting to hang out in an exciting and fun environment with friends all while enjoying the surroundings of world-class sporting entertainment. ‘A Proper Day Out’ is very much a celebration of all of this”.