The rush of the race is back
SOUTH African horseracing is repositioning itself as a luxury entertainment option, after its launch at Bullion on Braamfontein on 13 August.
This is the first time in the history of South African horseracing that a single unified brand will represent the sport.
Simply called, Racing, the new brand aims to bring horseracing to the forefront of the lifestyle and entertainment industry of South Africa.
“Part of the beauty of horseracing is the multitude of different interests and parties involved,” said Michael Varney, spokesperson for Racing.
“In order to re-establish ourselves as an enduring and sustainable brand, all of the major players have joined together to launch a campaign aimed at elevating this incredible sport, promoting its core values and messages to all South Africans in our aim to redefine racing as the destination of business, sport, lifestyle and entertainment.
“We want to discover, engage and attract a loyal following of new fans, sponsors and media to our sport, while recognising and reinstalling confidence and excitement in our existing fan base.
“Racing is a brand that is relevant, fresh, locally inspired and exciting. Racing is not just about gaming, a day at the races is part of a tangible lifestyle. The sport has a valuable heritage in South Africa but requires a new generation of fans.
“Ultimately we want to bring back the glamour, the excitement, the thrill and the rush of horseracing in South Africa.”
Based on the launch party, the brand is certainly aiming to reach its goals.
From well-dressed emcee Maps Maponyane – who epitomises one of the new audiences horseracing in South Africa wants to attract –to the elegant and formidably talented songstress Unathi Msengana who hypnotised guests with her impressive vocal range, to models dressed in JJ Schoeman’s latest range, Racing is here to change an industry.
And anybody willing to change something with elegance deserves a bravo!
Details: www.itsarush.co.za, facebook page – racing, @racing_itsarush
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