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Irish Champions Weekend British Promotion Launched

May 16, 2014

16 May 2014
Irish Champions Weekend British Promotion Launched

Irish Champions Weekend has been launched in the British market with a major promotional presence at the Chester May Festival and the York Dante Festival, including sponsorship of the Listed Irish Champions Weekend Festival Stakes today.

The drive is part of the strategy to target the British market, where flat racing has a large and enthusiastic following. The promotional team represents Horse Racing Ireland, Leopardstown and the Curragh Racecourse in a unique joint marketing effort.

Activity at Chester and York included promotional chalets where the team engaged with racegoers to provide information about Irish Champions Weekend. In conjunction with Tourism Ireland, there was a competition for a VIP trip for two to Irish Champions Weekend at each festival, to gather customer data for research and communications purposes.

Irish Champions Weekend was very visible on track with on-course branding, promotional material displayed throughout the hospitality areas, parade-ring interviews and a promotional video played on the big screens at both Festivals.

Pat Keogh and Paul Hensey of Leopardstown and the Curragh racecourse respectively were present for the Irish Champions Weekend Stakes presentation at York and were interviewed on Channel 4 and Racing UK who carried the race live.

HRI’s Racecourse Marketing Support Manager Jane Davis, who headed up the on-course marketing team, said: “We’ve had a fantastic reaction from British racegoers who are intrigued by the opportunity to experience two great meetings at two of Ireland’s best-known racecourses. Our tour operators are already taking bookings and are delighted with the value on offer in Ireland. Chester and York have been superb in the support and promotional opportunities they have given us.”

During the York Dante Festival, in addition to on-going promotional activity, the team engaged with racing clubs including the Yorkshire, London, Cheltenham and Chester clubs; tour operators, including On-Course Travel, And They’re Off and National Holidays; members of the British media and racing press and a variety of owners and trainers.

Irish Champions Weekend is Ireland’s newest racing event – two days of world-class racing back-to-back at Leopardstown and the Curragh on September 13th and 14th. It brings together two iconic Irish races, the QIPCO Irish Champions Stakes and the Palmerstown House Estate Irish St. Leger. The weekend prize fund is worth over €3.7 million and features ten Group races including five Group 1s.

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