Ontario Lottery & Gaming Corporation’s new campaign for Ontario Racing aims to get people out to the track.
Marketing initiative developed with agency partner award-winning Forsman & Bodenfors aims to attract new and lapsed fans to horse racing.
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 handled 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
About Ontario Lottery & Gaming Corporation
OLG is a crown agency that contributes to a better Ontario by delivering great entertainment experiences for our customers. Acting in a socially responsible way, OLG conducts and manages land-based gaming facilities; the sale of province-wide lottery games; Internet gaming; and the delivery of bingo and other electronic gaming products at Charitable Gaming Centres. OLG is also helping support the horse racing industry in Ontario. Since 1975, OLG has provided approximately $55 billion to the people and Province of Ontario to support key government priorities like health care; the treatment and prevention of problem gambling; and support for amateur athletes. Each year proceeds from OLG’s operations also support host communities, Ontario First Nations, lottery retailers and local charities across the province.
Play for Ontario
100 per cent of OLG’s proceeds are invested in Ontario
About Ontario Racing
Ontario Racing is a non-profit horseracing industry association. Ontario Racing is recognized by the provincial government as the authority for horseracing in Ontario.
Ontario Racing is directly responsible for setting an annual program of races, attracting new horse owners, implementing breed improvement programs, growing the fan base and connecting the industry with the government and general public.
Ontario Racing is establishing new ways of doing business and building new relationships.
Ontario Racing is committed to listening to horsepeople and giving them a voice, in support of a vibrant racing industry.
About Forsman & Bodenfors
Forsman & Bodenfors is a global creative collective working to unlock the power of creativity through collaboration in order to build the most human and iconic brands and businesses in the world. Forsman & Bodenfors’ client roster includes Church & Dwight, Google, Diageo, LG, Polestar, YouTube, General Mills, Seneca College, iRobot, and H&M, among others. Forsman & Bodenfors has over 600 team members across seven offices in Gothenburg, New York, Stockholm, Toronto, Montréal, Shanghai, and Singapore. To learn more about Forsman & Bodenfors, please visit forsmancanada.com