Horse Racing Ireland (HRI) and Folk Wunderman Thompson have launched a new above the line campaign called ‘On Your Terms’. As racing resumes behind closed doors, the HRI campaign encourages new and existing fans to get involved and enjoy everything the excitement of horse racing can offer, from the comfort of their own homes.
The onset of Covid-19 and public health restrictions has had a big impact on large spectator sports, including horse racing. While racing has resumed, albeit behind closed doors, fans feel they may be missing out on the shared enjoyment and the culture that makes horse racing the experience it was before the pandemic struck.
The new ad campaign aims to reignite the excitement of the final stretch in line with the HRI slogan ‘Every Racing Moment’. Karl Waters, creative partner, Folk Wunderman Thompson, said that many of the moments people experience at the race track can still be enjoyed in front of the TV screen. But when it’s at home, it’s on viewers’ terms.