Glimmerglass
Sep. 23, 2008, 06:25 PM
The title I suppose is an unintended double entendre but like this planned ad campaign it might catch the eye of others. What do you think about these organizers using perhaps risque suggestions to generate more buzz? Is it going to result in a long term increase or just a laugh then alienation of those fans who find it offensive?
The promotions will be for this steeplechase, Saturday Sep 27, 2008: Legacy Chase at Shawan Downs, Timonium, Maryland (http://www.shawandowns.org/main/events/legacy/lc_tx.htm)
Marland Daily Record Sep 22, 2008 "Shawan Downs’ racy attempt to bring in more race fans" (http://www.mddailyrecord.com/article.cfm?id=8638&type=UTTM)
Excerpt
Leather. Whips. Chaps … and studs.
With that buildup, the last thing people might expect is a plug for a traditionally high-society event — but that’s exactly where this train of thought is going.
“Who knew good clean fun could sound so dirty?” asks the punch line of the ad campaign for the Shawan Downs equestrian center’s Legacy Chase, scheduled to run Saturday.
The advertising campaign, developed and marketed by Baltimore-based Planit, aims to appeal to those outside of the usual “hoity-toity” racing crowd, said the agency’s co-founder, Matthew Doud.
“Our fundamental challenge was, how do we broaden the reach beyond what everybody else already knows about it?” Doud said.
Some might say they are taking a risk and potentially insulting horse racing loyalists. After all, one restroom graffiti ad quips, “For a good time, call [Shawan Downs’ phone number]. Horses will be involved.”
But Charles Fenwick Jr., director of Shawan Downs, said he doesn’t think it goes too far.
“Maybe some of the stuff ought to be a little edgy,” he said. “My thought was if we’re going to bring this guy on, we better not put too much of our own thoughts into this because this is what we’re getting him to do.”
Trevor Villet, associate creative director of the campaign, said the stopping power of the seemingly risqué words helps immediately broaden the audience because they can grab anyone’s attention.
“We wanted to immediately dispel these preconceived notions that steeplechase racing is a hoity-toity sport,” he said. “Then once we’ve brought them in we can inform them this is another wonderful way to spend time with friends and family.”
In exchange for a corporate tent at the event, Planit’s “Hard Riding Maidens” campaign appears online and in print.
“The viralness of our e-mail campaign has been really good,” adds Doud. “As has been the guerrilla aspect of seeing it in unexpected places like our restroom advertising. When timing is short and budgets are tight and products are interesting, it forces you to be creative.”
Others in the racing industry applaud the unusual effort.
“I think it’s important to do that,” said Lou Raffetto, president and CEO of the National Steeplechase Association and former president of the Maryland Jockey Club. “That’s probably true with a lot of businesses in horse racing over the years that they haven’t been thinking enough outside of the box.”
The promotions will be for this steeplechase, Saturday Sep 27, 2008: Legacy Chase at Shawan Downs, Timonium, Maryland (http://www.shawandowns.org/main/events/legacy/lc_tx.htm)
Marland Daily Record Sep 22, 2008 "Shawan Downs’ racy attempt to bring in more race fans" (http://www.mddailyrecord.com/article.cfm?id=8638&type=UTTM)
Excerpt
Leather. Whips. Chaps … and studs.
With that buildup, the last thing people might expect is a plug for a traditionally high-society event — but that’s exactly where this train of thought is going.
“Who knew good clean fun could sound so dirty?” asks the punch line of the ad campaign for the Shawan Downs equestrian center’s Legacy Chase, scheduled to run Saturday.
The advertising campaign, developed and marketed by Baltimore-based Planit, aims to appeal to those outside of the usual “hoity-toity” racing crowd, said the agency’s co-founder, Matthew Doud.
“Our fundamental challenge was, how do we broaden the reach beyond what everybody else already knows about it?” Doud said.
Some might say they are taking a risk and potentially insulting horse racing loyalists. After all, one restroom graffiti ad quips, “For a good time, call [Shawan Downs’ phone number]. Horses will be involved.”
But Charles Fenwick Jr., director of Shawan Downs, said he doesn’t think it goes too far.
“Maybe some of the stuff ought to be a little edgy,” he said. “My thought was if we’re going to bring this guy on, we better not put too much of our own thoughts into this because this is what we’re getting him to do.”
Trevor Villet, associate creative director of the campaign, said the stopping power of the seemingly risqué words helps immediately broaden the audience because they can grab anyone’s attention.
“We wanted to immediately dispel these preconceived notions that steeplechase racing is a hoity-toity sport,” he said. “Then once we’ve brought them in we can inform them this is another wonderful way to spend time with friends and family.”
In exchange for a corporate tent at the event, Planit’s “Hard Riding Maidens” campaign appears online and in print.
“The viralness of our e-mail campaign has been really good,” adds Doud. “As has been the guerrilla aspect of seeing it in unexpected places like our restroom advertising. When timing is short and budgets are tight and products are interesting, it forces you to be creative.”
Others in the racing industry applaud the unusual effort.
“I think it’s important to do that,” said Lou Raffetto, president and CEO of the National Steeplechase Association and former president of the Maryland Jockey Club. “That’s probably true with a lot of businesses in horse racing over the years that they haven’t been thinking enough outside of the box.”