British racing targets new audience with £3.6 million campaign 'to raise the sport's profile'

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British racing's largest marketing campaign yet will launch on May 20 under the title 'The Going Is Good', with Simon Michaelides of Great British Racing declaring he was "incredibly confident" about what it can do for the sport.

The campaign, backed by £3,620,000 of funding from the Levy Board, will showcase British racing as a great day out, underpinned by the excitement of the sport, with the tagline "4 million memories made every year," a figure based on the sport's existing 4.8m racegoers.

It comes three years after the sport's last marketing drive, the £1.6m 'Everyone's Turf' campaign featuring former footballer Jermaine Jenas, which was criticised for its lack of impact.

Michaelides said: "For the sport at large this will be the biggest campaign we have done, more than double the spend of Everyone's Turf.

"So that alone means it's going to reach a lot more people and have a much, much bigger impact, and now we have got the reassurance of knowing we have a really strong idea and advertising that is resonating really well with audiences."

Michaelides, who has led GBR since the departure of chief executive Rod Street last year, said the campaign was attempting to do two things.