by Ed Kobesky, Director of Media & Marketing, Pennsylvania Harness Horsemen’s Association

Chester, PA — To help celebrate their 10th anniversary season, the Pennsylvania Harness Horsemen’s Association has partnered with Harrah’s Philadelphia Casino & Racetrack on an extensive ad blitz aimed at boosting awareness of the racing product and spurring attendance during the crucial summer months.

The PHHA/Harrah’s Philadelphia ad blitz included this fully wrapped bus.

The multiplatform effort, which encompasses outdoor, radio, print and digital, kicked off in May. A combination of clear messaging and bold artwork is designed to reenergize racing as an integral part of the Harrah’s Philadelphia brand, incorporating their familiar, established visual elements to form a seamless integration between all property assets: racing, casino gaming, dining and entertainment.

Taking the opportunity to capture mindshare among a wide audience, the campaign’s two primary executions present multiple meanings. “Excitement With A View” and “Party. Play. Win. Repeat.” place the racing product front and center, but also reference the track’s unique waterfront setting and expansive party deck as an intriguing alternative to more traditional bars, restaurants and entertainment venues.

PHHA photos

The multiplatform effort, which encompasses outdoor, radio, print and digital, kicked off in May.

“Racing may be new to some people, but Harrah’s Philadelphia isn’t,” said Sam Beegle, president of the PHHA. “We’re leveraging Harrah’s strength as an established brand and inviting people to experience a different aspect of this well-known destination during their visits.”

The campaign also includes digital ads on Daily Racing Form’s website targeting existing horseracing fans, plus branded content deployed via the former social media assets of the “PA HarnessWeek” TV/web series, which is currently being re-imagined as a content hub.

The first of those, a highly targeted social media effort promoting the May 29 invitationals, generated more than 68,000 impressions and nearly 13,000 video views. Taken together, the campaign will generate an estimated 17 million impressions by summer’s end.

Ads will continue running through Friday (Sept. 9), when the southeastern PA track will celebrate 10 years of racing with one of the biggest parties since its grand opening. Live entertainment, food, giveaways and more are planned, with details still being finalized.