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UK launch of Longines Irish Champions Weekend

May 15, 2015

UK Launch of Longines Irish Champions Weekend

Longines Irish Champions Weekend 2015 has been launched in the British market with a major promotional presence at the York Dante Festival, including sponsorship of the Listed Longines Irish Champions Weekend Fillies’ Stakes today.

The drive is part of the strategy to target the British market, where flat racing has a large and enthusiastic following and to engage with UK racing clubs, tour operators, the media and owners and trainers.

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

Longines Irish Champions Weekend was very visible on track with on-course branding, parade-ring interviews and a promotional video played on the big screens.

Brian Kavanagh, CEO of Horse Racing Ireland, Pat Keogh, Chief Executive of Leopardstown and Paul Hensey, Manager of the Curragh are also at York today for the Longines Irish Champions Weekend Fillies’ Stakes presentation and will be interviewed on Channel 4 and Racing UK who will carry the race live.

HRI’s Racecourse Marketing Support Manager Jane Davis, who headed up the on-course marketing team, said:

“The inaugural Irish Champions Weekend was a great success and part of that was the support received from UK trainers and racegoers. The competition over the weekend was intense with eight home wins and eight UK winners out of a total of 16 races.

“Over the last three days we have been delighted to hear of so many people who have already booked to come back. Longines Irish Champions Weekend offers racegoers the opportunity to experience two iconic Irish racecourses in one weekend, with the added incentives of the Curragh Thoroughbred Trail. For those who are planning an extended stay, they can take in the Laytown Races on the beach on September 10th and the Listowel Harvest Festival from the 13th to the 19th of September.”

Longines Irish Champions Weekend takes place on September 12th and 13th, with two days of world-class racing back-to-back at Leopardstown and the Curragh. It brings together two iconic races the QIPCO Irish Champions Stakes and the Palmerstown House Estate Irish St. Leger. The weekend prize fund is worth over €4 million and features ten Group races including five Group 1s.

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