PUBLIC SECTOR: Horse racing bids to woo investors via PR campaign

The British Horse Racing Board has launched a campaign to stop

horse owners leaving the sport and to attract new investors.



Action is being taken as the horse racing faces increasing competition

for investment from other sports, particularly football and motor

racing.



Agency VLP has been taken on to help with the campaign and is tasked

with liaising with trainers to help them better communicate the benefits

of the sport to owners.



VLP account director Kit Watts heads the account on the year-long

campaign.



Watts said using trainers for the campaign is seen as the best way to

boost investment. Communication seminars will take place for trainers

next year.



The VLP team, which reports to BHB industry marketing manager Jackie

Hutchinson, is to draw up a target figure later this month for how many

new owners it believes can be attracted into the sport.



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