Arena to raise profile
PR Week UK, Friday, 10 September 2004, 12:00am,
Racecourse operator Arena Leisure is launching a campaign to raise the profile of its racetracks by demonstrating the unusual leisure activities they can host.
It intends to hold a media golf day to promote the use of its all-weather Wolverhampton course as a ‘Racino’ – a casino that will be set up on the racecourse after the races.
The activity signals its attempt to expand from its traditional sponsors and attract consumer goods firms.
It has hired Sports Impact after a non-competitive pitch. The PR and sponsorship agency plans to target lifestyle and financial press.
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