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Ontario Racing, the governing body for Horse Racing in Ontario, together with major supporter Ontario Lottery & Gaming Corporation (OLG), has released a bold new campaign designed to get people back to the track by showing what a unique and exhilarating entertainment option horse racing is.
‘We’re very excited about this campaign, and grateful for OLG’s ongoing support of the horse racing industry. We’re looking forward to welcoming fans back to the tracks and, preparing for a season that will be fun for the whole family, said Gordon Thain, Executive Director of Ontario Racing.
The new ‘Welcome to The Track’ campaign showcases all of the moments that help to create a thrilling and timeless race, right in the backyard of Ontarians.
"After two years of restricted activities, Ontarians are anxious to socialize and create new experiences. Horse racing is the perfect activity to enjoy with friends and family,” said Lori Shea, OLG’s Senior Product Development & Marketing Manager. “The advantage of horse racing is that customers create their own experience, it can be a low-key afternoon or evening sitting in the dining room watching the race, or it can be exhilarating as you stand outside at the rail and watch your horse cross the finish line. Horse racing caters to all.”
The ‘Welcome to The Track’ campaign is an integrated multimedia effort. At its heart is a TV spot and online video that, through slow-motion, showcases the beauty, poetry and human moments that make horse racing so exciting. The campaign, which exclusively features Ontario drivers, jockeys and horses, as well as Ontario tracks, will also include radio, online, and social elements.
The campaign was created by Ontario Racing’s advertising agency of record, Forsman & Bodenfors.
“We were really struck by the fact that as an entertainment option, horse racing is completely unique, and delivers such an immersive experience in a single venue," said Glen D’Souza, Executive Creative Director, Forsman & Bodenfors. "The amazing views from the stands, the competition, wagering and the ability to get up close to the horses and jockeys. The roar of the crowd and the visceral sounds at the track create excitement at every turn, and the sensorial nature of the campaign is designed to showcase that.”
The campaign launches May 9th to coincide with the start of the horse racing season and will be in market until the Fall. Scouts Honour handled production. Nimiopere, Alter Ego Post, The Vanity & TA2 Sound & Music handled post-production. Media was done by MediaCom.
Client: OLG/Ontario Racing
VP Horse Racing and Casino Operations: Tina MacMillan Director
Director, Product Development & Marketing: Adriana Spatzner
Senior Product Development & Marketing Manager: Lori Shea
Agency: Forsman & Bodenfors Canada
Chief Creative Officer: Matt Hassell
Executive Creative Director: Glen D'Souza
Associate Creative Director: Elijah Di Gangi
Senior Writer: Steve Whittingham
Art Directors: Bryan Howarth, Olisa Ogbolu
Agency Producer: Leanne McLellan
Head of Strategy: Andrew Carty
VP, Client Service: Julien Bissuel
Group Account Director: Tyler Kawa
Senior Account Executive: Aida Haddad
Account Executive: Leah Chayer
Production Company: Scouts Honour
Executive Producers: Simon Dragland, Rita Poplielak Director: Kevin Foley
DP: Kristofer Bonnell
Editing Company: Nimiopere
Executive Producer: Julie Axell
Editor: Graham Chisholm
Assistant Editor: Griffin Stobbs
Colour Transfer: Alter Ego
Executive Producer: Jane Garrah
Colourist: Wade Odlum
Post Production Company: The Vanity
Executive Producer: Stephanie Pennington
Producer: Katie Methot
Visual Effects Artist: Sean Cochrane
Music & Sound Production Company: TA2 Sound & Music Executive Producer: Christine Leslie
Music Directors: Steve Gadsden, Drew Frohmann
Audio Engineer: Dean Metherell
Media Agency: MediaCom