Betting brand Coral is aiming to boost customer loyalty with the launch of a free-to-join Racing Club, giving racing fans the chance to experience owning a racehorse, although any prize money won will go exclusively to the owner – not club members.
The club is launching with four racehorses currently in training for the upcoming Jump season, each being trained by Jonjo O’Neill, Joe Tizzard, Rebecca Menzies and Scott Dixon. O’Neill is sourcing a fifth racehorse to complete the line-up, while a competition has been launched to name a four year gelding trained by Tizzard.
Racing Club initiatives include training yard visits, meets with trainers, race day tickets, access to all racehorse areas available by ballot for Racing Club members, as well as exclusive content.
The launch, which the firm claims is a “multimillion pound investment” is being backed by a new ad campaign by agency Bartle Bogle Hegarty, with media handled by the7stars.
A 60-second film “The Journey” stars jockey Tom Scudamore, who is a Coral ambassador, and shot at Jackdaws Castle and Stratford Racecourse.
Coral PR director Simon Clare said: “The Coral Racing Club is the only free-to-join racehorse ownership experience in the UK, and our ambition is to make it the biggest and best Racing Club, getting thousands of our customers closer to the action than ever before.
“There have been times in the past when bookmakers have been accused of prioritising other products like football ahead of racing and not promoting the sport enough.
“But by creating and launching the Coral Racing Club, on top of doubling our investment in racing sponsorship, Coral is now doing more than any betting operator has done before to increase the appeal of racing and promote the sport.”
Related stories
GambleAware appoints two agencies for new strategy
Ladbrokes gets red card for BBH ‘gambling addict’ ad
Bets are off for Ray and Jose as celebrity ad ban looms
Industry balks at plan to ban all betting ads in the UK
