Horse Racing Ireland has launched a new marketing campaign for the sport. Entitled 'Racing Runs In Us' the campaign was created by agency Folk VML and aims to reposition horseracing not just as a sport, but as a deep-rooted expression of Irish culture, community and heritage. The campaign runs across TV, radio, out of home and digital channels.

The ads hope to reconnect the public with the often-unseen presence of horse racing in everyday Irish life – through sound, shadow and story. By showcasing the subtle but omnipresent role racing plays – from rural tracks to urban reflections – the campaign reinforces the idea that racing is something we may not always see, but we always feel.

HRI’s head of marketing Aileen Goatley said: “Horse racing is often seen as something that exists on the periphery. But in truth, it’s in our towns, our traditions, our conversations, and our communities. We wanted to capture the sport’s pride, passion and presence beyond race day.”

Why has HRI launched a new marketing campaign?

Racing is facing increased national and international competition from other sports and entertainment events and we believe we need to work harder to both engage with existing racing fans and as importantly attract new ones and demonstrate how the horse and racing is intertwined in Irish culture.

Racing has been facing some challenging headwinds in the past few years and we feel the time is right to promote all of the wonderful attributes of racing, from its impact on local communities, our global success and the economic return it delivers for our country.

How will the “Racing Runs In Us” campaign drive interest?

Our new brand platform, Racing Runs in Us, is about showing how racing is inherently connected to Ireland and to us as Irish people. It’s not just about what happens on a raceday. It’s about the people, culture, and ongoing story of racing as part of who we are.

We know that companies or brands that emphasise their ‘Irishness’ or their benefits to Irish society find it is a key amplifier in building reputation.

And this is so important, as a strong reputation leads to better support. It increases advocacy, investment and resilience when faced with challenges or a crisis situation.

What are the overall objectives of the “Racing Runs In Us” campaign?

Our objectives are to increase interest and engagement with racing to 45% of the adult population, increase attendance at racemeetings by 10% over the next four years and also to improve the perception of equine welfare which will be measured annually in nationally representative surveys.

How will you reach your expected audience with the “Racing Runs In Us” campaign?

Our creative focuses on the energy and presence of horses throughout Ireland. Even though we might not always see them, we feel that they’re always there. We’ve done that by using the reflections of horses in the TV and print advertising and the sound of horses on radio.

We are using trusted media to reach a national audience.

Television will be the lead medium as it still has the highest reach among all age groups especially when you add broadcast videos platforms like the RTE and Virgin Media players, and YouTube.

We are also investing heavily in national radio and social media, along with a targeted press campaign.

Our social media campaign focusses on all of the people who make this sport so great, the stable staff, vets, trainers, jockeys, owners and all those who make their living from racing and are the backbone of our industry.

We will shine a light on all the positive welfare stories that are abundant in our industry and celebrate our success on the national and international stage.

Will the “Racing Runs In Us” campaign reach a wider audience than previous campaigns?

Yes, this campaign will differ from all previous campaigns in that we are targeting an all-adults national audience with a particular focus on key stakeholders.

How can the wider industry help this campaign improve racing’s reputation?

We need to work harder as an industry to collectively promote all the wonderful aspects of our sport. There is an abundance of untapped stories that will resonate with a wider audience if we can harness a positive message and work together to promote it. Racing has been part of our national fabric for over 300 years. By working together we will secure its future for the next generation.