The NTRA is "about to unveil its new" ad campaign from
Merkley Newman Harty, according to Matt Hegarty of the DAILY
RACING FORM, who writes that the organization and its agency
call the effort "a sure thing." NTRA execs say that the new
campaign -- "unlike the first two" from Merkley, which were
"panned" by critics -- was "tested before being produced."
NTRA VP/Advertising & Marketing Rich Muhlstock: "We can say
with confidence that we know consumers react very positively
to these spots, and that our message gets through. They are
going to work." Hegarty writes that the NTRA's "premise" in
its effort is to "forget paying talent" like Lori Petty and
Rip Torn, who were featured in the first two campaigns, but
instead, "pay for popular music and tie the music into
people's reactions while cheering for a horse." In one
spot, a woman is "screaming vociferously" while the song
"Shout" plays. The "message" of the five spots is that
"bettors have an emotional connection to their bets." NTRA
VP/Communications Chip Tuttle: "What's great about these
commercials is that there is not one shot where someone
doesn't have a wagering ticket in their hands. It's all
about that emotional connection to the bet." Barry
Schwartz, Chair of Calvin Klein, has previewed the ads and
told Hegarty the NTRA "hit the nail right on the head" with
its new campaign (DAILY RACING FORM, 3/12).
BOOK IT: The NTRA, in partnership with Fan Guide, will
offer its member tracks 16-page, digest-sized fan guides for
distribution at major racing events. Half of the pages will
be devoted to ads. The NTRA says the guides are one of many
promos it will offer to member tracks in 2000 (NTRA).
