Summer Ad Blitz In Pennsylvania

Published: July 22, 2016 02:31 pm EDT

To help celebrate its 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 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 centre, 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.

“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 a trade website that targets existing horse racing fans, plus branded content deployed via the former social media assets of the ‘PA HarnessWeek’ TV/web series.

Ads will continue running through Friday, September 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.

(With files from the PHHA)