RAPID advancements in technology and how Ireland’s racecourses can make optimum use of them were among the main planks of Horse Racing Ireland’s two-day marketing seminar held this week.

There was close to 100% attendance from Ireland’s 26 racecourse management teams at the seminar held in The Heritage Hotel in Killenard, Co Laois.

Much of the emphasis was on website development and digital marketing, as well as public relations and sponsorships, while new camera technology developments enlightened the audience as to the future shape of racing broadcasting.

Among the guest speakers were social media guru Krishna De, Rob Harnett of Sport for Business, Russell Ferris (At The Races), Marie and Trisha Arnold of IRIS, Karen Morgan of The Star newspaper, Orla Woods of Fáilte Ireland, Ann Marie Dillon of communications firm Millward Brown as well as Michael O’Rourke and Darren Lawlor from Horse Racing Ireland.

HRI’s Jane Davis said: “The seminar provided a great opportunity for the different racecourse managers and their staff to meet each other and discuss what works for them, as well as picking up helpful marketing, digital and social media tips. Racecourse management life is so unique that it’s rare that the various teams actually get to meet up and swop ideas that work for them on racedays.”

In recent years HRI has undertaken detailed research into profiling their core racing audience and how best to maximise their spend from available marketing budgets.