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23 June 2022

It’s Everyone’s Turf this summer as Great British Racing launches a new campaign aiming to showcase British racecourses

Great British Racing (GBR) has launched its Everyone’s Turf campaign showcasing the warm welcome this summer for the communities at their local racecourse. With the aim of maintaining and growing attendance during the summer period, the campaign is being run on behalf of the Racecourse Association and is funded by the Horserace Betting Levy Board, with additional contributions from Great British Racing. 

The campaign is fronted by Jermaine Jenas, broadcaster and former footballer.  “I’m delighted to be part of the Everyone’s Turf campaign,” said Jermaine.

“A day at the races has so much to offer everyone – whether you’re a family looking to spend quality time together in the great outdoors; sports fans who love the thrill of the race, or friends wanting to catch up and have a special day together, complete with great entertainment, fabulous food and drink and a wonderful atmosphere.”

Everyone’s Turf will run as national advertising-led campaign showing various aspects of the industry. A key part of the strategy is to provide racecourses with individual media for their websites and social media channels. It builds on GBR’s consumer research that showed the consideration of a day’s racing is particularly high amongst 25-34 year olds.  The aim is to appeal to as many parts of society as possible.

Rod Street, Chief Executive of GBR said: “We’re excited to launch this important campaign which was originally planned for summer 2020 before covid hit and is now even more important as racing competes for consumer spend in a tough market. Our thanks go to the HBLB for funding it during a summer period which has traditionally been such an important time for the sport with 35% of our annual attendances coming in quarter three. With such an array of racedays on offer and something for everyone, we want to show how racing truly is everyone’s turf.”

Alan Delmonte, Chief Executive of the HBLB added: “The HBLB is pleased to be lending its support to this important campaign. Maintaining interest in British horseracing is fundamental to the future health of the sport and is directly linked to the HBLB’s overall objectives.”

To find out more about the initiative and local fixtures click here

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