Timed to coincide with the start of the jump (National Hunt) season which runs from November to April, The focus of the 141 Worldwide campaign is to promote the 'best racing' from the 'UK's best courses'.
The creative uses stylish black and white ink hand-drawn images of horses and jockeys in a range of thrilling racing moments that illustrate the speed, power, danger, cold, mud and fierce battles of the sport.
Campaign materials invite potential subscribers to 'get the full picture' and incorporate the Racing UK and Sentanta logos plus response mechanism.
The creative is designed to be flexible to highlight particular horseracing events or offers each week. The integrated campaign will include advertising in the racing and national press as well as on-course communications, such as posters, leaflets, postcards and racecards and on-screen advertising.
An online execution for banners and the homepage of www.racinguk.tv is also planned.
This is the third season-lead campaign that 141 Worldwide has created for Racing UK. Last year's campaign for the National Hunt season featured champion jump jockey Tony McCoy followed by flat racing champion Jamie Spencer as the face of the flat racing season.
Steve Harding, 141 Worldwide/London CEO, says: "The National Hunt Season has, for the last two years, marked the highest volume of new subscribers to Racing UK. After the success of our campaign last year with Tony McCoy, our challenge was to do something equally exciting to increase the number of subscribers even further."
Nick Mills, Marketing Director, UK commented: "We deliver the best, high quality broadcast coverage of horseracing in the country. Since 2004, Racing UK has recorded a remarkable number of subscriptions, far in excess of our expectations, but we are keen to take the channel to the next level and reach an even wider audience.
Racing UK subscribers receive live racing coverage, evening highlights programme, 30 free admission days to the races and the best racing from the US through sister channel Racing World. The channel offers exclusive racing coverage from 30 of the UK's top racecourses, including Cheltenham, Aintree, Newmarket, Goodwood and York.
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