The Jockey Club and its affiliated companies have been working the past several months to implement various initiatives that were recommended by McKinsey & Company in August, 2011. In fact, several of them will be launched in the near future.
As part of the initiative, The Jockey Club, in collaboration with NTRA Communications, has retained prominent digital strategy company Lightmaker to develop a fan-centric resource to complement the initiatives and inspire more engaged Thoroughbred racing involvement from fans. The new website, followhorseracing.com is designed to present new original content on a daily basis throughout the Triple Crown and Breeders’ Cup seasons.
Another part of the initiative is the release of several videos aimed to increase interest and excitement about horse racing. Below are the videos that have been released on YouTube so far. Watch them and let us know what you think of them:
Do you think these videos are effective? Why or why not? How do you think they compare to the old NTRA "Go Baby Go!" campaign ads?