Horse racing in Ireland has to find new ways to talk to the existing fans and to find and convert potential newcomers. The recession has taken disposable income out of many pockets and the impact is obvious at racecourses and other social outlets. We have looked at the mood of the nation and tested the kind of messages and imagery that would get through to racegoers and potential new fans alike. We have also looked in some depth at where those potentials might be found -and have some encouraging results. This brief summary of our research to date shows how new campaigns must capture the national mood and show the fit that racing has with their needs. Those needs begin with the fact that people still need to have fun ;they most enjoy shared experiences in a community of like-minded people;they feel a need to re-connect with a sense of Irishness; they want authentic experiences and they feel a greater affinity to the land and its traditions than during the boom years. Racing tickes all those boxes but the clever bit will be in translating that into effective communications .Watch this space... morourke@hri.ie @ruairc

1. Horse Racing Themes Prepared for Prepared by David Fanning December 2010

2. Key Themes Emerging

3. Major Significance of Women Huge affinity of women with racing on a number of levels: Racing requires significant organising and women seem to play a key role in this The planning process - often taking up to a week or more The totality of the racing experience –socialisation, fashion, ladies day – all part of the appeal. Men too, point to the centrality of women to the racing experience Pointing out that this is unique: no other sporting environment involves women as much

4. Socialisation Huge It is genuinely a socialisation experience rather than merely sport Often very significant planning involved Many comparing it to a wedding/debs Extended planning period heightens anticipation Huge excitement around the planning and build up

5. Quality Demands & Expectations The quality demands and expectations of this audience is high They have grown used to high standards across a range of social and sporting activities Music venues back then v the O2 now Music festivals then v Electric Picnic Ancillary activities surrounding events can make all the difference How long do I have to queue for beer? What’s the quality of the food? What sort of entertainment is there? Used to and expect Modern marketing: Fever at the Aviva

6. Irishness The Irishness of racing consistently emerges as a theme It is “our sport”, part of what we are, It is an international sport but has a uniquely Irish character in Ireland It reflects an Irish character expressed in a celebratory way It is for ‘all’: all tribes are welcome People watching :’ watching all walks of Irish life go by’ is part of the enjoyment.

7. Class Class differences undoubtedly play a role Not: class divide or conflict. Absence of antagonism Touch of Downton Abbey: different sectors of society in harmony, sense of structure Safe expression of social class identity Presence of Irish royalty: people from the social columns “You hear all sorts of accents”

8. Ritual & Theatre The rituals of the day are an important part of the tapestry Arrival and a drink, checking/discussing the form, watching the parade, plaing the bets, the race itself, collecting the winnings! A theatrical or dramatic quality is also noted The show of the bookies; hand signals, codes, nods and winks, the said and the unsaid A craft with deep historical roots

9. Novices & First-timers Can be overwhelming for a ‘newbie’ The theatre and rituals can seem baffling and archaic. They need a mentor: an experienced hand who can guide them Some concerns that mentors may not be as frequent as they once were.

10. Blood & Thunder The sheer physicality of the horses and the racing itself provides a visceral thrill All of the sense are engaged The almost primal sounds of hooves on turf, the crack of the whip the yelp of the crowd, etc The colours: jockey colours, Physicality of an ancient sport Some recall of an old Powers ad which, it is felt, captured this well.

11. Celebration The atmoshere of a race meeting - especially a big meet – is celebratory A celebration of our culture in our style Cheltenham is the pinnacle of this Huge pride at the fact that Cheltenham has an unmistakably Irish character Emphasises the difference with English race meetings

12. Racers Racing (Adorers) The sport itself – huge interest in the horses, the jockeys, the trainers, the owners, the turf And a fascination with trying to plot a matrix that might predict a win Betting is central to this Men only: there is a (significant) role for women inn racing but the sport/gambling side is dominated by men Real respect for jockeys among this constituency – warriors of sport.

13. History is Deep Goes back many centuries Taming nature Gladiatorial origins

14. Money & Power Access to a different world Sense of billionaire and millionaires involved Sheiks and lords Some sense of thrill at being so close to wealth and power

15. Celebrity Strong sense of racing being connected to celebrity culture Celeb punters: Grainne Seoige, O’Gara, Rosanna Davison , Michael Owen, The rich and famous Reaches its height on ladies day; major appeal here for women Celeb endorsement has an influence – Hector campaign widely mentioned

16. J.xxxx Thank you