Horse Racing Ireland’s is launching a new advertising campaign ‘Proper Day Out’ to encourage 18-35 years olds to consider racing as a social day out with friends. The creative concept for the campaign grew from a number of core findings identified in national research conducted by Red C Research.
The research identified 18-34 years olds as a specific target as they are more likely to trial racing or increase the number of times they come racing than their older counterparts. Research also recognised a pent-up demand among this group for sporting and social events, and new experiences after living with Covid restrictions for nearly two years. The research revealed that interest in the sport among the Irish population has increased from 23% to 44% in the past two years. HRI hopes the new campaign will help to grow engagement and increase attendances at the 26 racecourses in Ireland – three of which are located in County Tipperary with Tipperary Racecourse set to be only the second location in Ireland to have an All Weather Racecourse in 2023.