Night Racing at The Valley competes with every other form of entertainment going, including just staying home and watching Netflix. So we created a spot to absolutely seize the attention of young male and female sports fans and motivate them to choose to go to the racing over visiting a pub or other sporting events, or just doing nothing.
We created an original mix of horse racing and music developed by a DJ, sound engineer and vocalist. First we set out the type of music the younger generation would be relate to. We start off with the sound of horses hooves that slowly turn into a drum beat and then a flow blow house track. Radio was the best medium and airing from Wednesday to Friday when patrons might start planning the weekend. We also played an extended version on race nights.
15% increase over the Night Racing Season