The National Thoroughbred Racing Association (NTRA)
unveiled a new, multimillion dollar national ad campaign
yesterday, marking the sport's inaugural awareness push.
The campaign features the tagline, "Go Baby Go." Actress
Lori Petty will serve as NTRA spokesperson in three, 30-
second TV spots called "Disappear," "Go Baby Go" and "Behave
Yourself." In "Behave Yourself," Petty speaks to
thoroughbred spectators and says, "When you're here you will
be expected to conduct yourself in a manner befitting the
occasion. You will not remain seated, you will not 'keep it
down,' and you will not proceed with caution. And, if
appropriate, you will jump up and down and yell: 'I'm a
winner.'" TV spots will air nationally on network and cable
broadcasts, with scheduling tied to the Triple Crown. Print
ads will appear in USA Today, SI, ESPN Magazine and Rolling
Stone, among others. The campaign, by N.Y.-based Merkley
Newman Harty, is valued at around $10M (NTRA).
DETAILS: In KY, Louis Taylor reported that the NTRA
hopes that "spending millions" on advertising will "reverse
a downward trend in track attendance." Between '91-'95,
thoroughbred tracks had a 37% decline in attendance, from
54.4 million to 34.4 million. On June 15, SI will carry a
full-page ad and a fan wagering guide, and on June 18, USA
Today will "boast" a six-page NTRA insert (HERALD-LEADER,
4/13). In N.Y., Richard Wilner puts total ad spending at
$14M, and reports that the NTRA "hopes to sign up corporate
sponsors and sell advertising, although its first and
foremost task will be to increase the sport's awareness
among the public" (N.Y. POST, 4/16). In related news,
Breeder's Cup Ltd. will contribute $3.5M to the NTRA on
behalf of the thoroughbred breeding industry (Breeders Cup)
TOP JOCKEY: NTRA VP/Marketing Rick Baedeker, who joined
the NTRA from CA's Hollywood Park, is profiled in BRANDWEEK.
Baedeker: "Research indicates that our potential market does
not think poorly of us. They just don't think of us."
Baedeker will assist an expanded network TV effort: "We'll
knock on the door with sponsor/partners in hand, and a
checkbook" (Chuck Stogel, BRANDWEEK, 4/13 issue).
