Balmoral Park is a harness race track located in Crete, IL.
www.balmoralpark.com
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Balmoral Park wanted to promote their American Nationals Festival of Racing to horseplayers throughout North America and keep their in house team committed to the marketing of the event locally. They enlisted Horseshoe Marketing because of their unique experience in the horse racing industry to put together a win-win opportunity for Balmoral and their simulcast partners.
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- Created a national simulcasting promotion
- Outlined and managed marketing plan and budget
- Sourced, designed and produced collateral materials for a “promotion-in-a-box” that was offered for purchase to simulcast outlets and racetracks in North America
- Personally communicated with more than 50 simulcasting executives and marketing directors regarding the promotion
- Engaged horseplayers via the use of viral marketing and online blogging
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- Simulcast handle jumped over $645,000 or 45.9% from the previous year’s event
- Of those simulcast outlets that purchased kits, 74% of them saw their handle increase at least 15% (median handle increase was 54%)
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“Horseshoe Marketing opened our eyes to national simulcast marketing. The event produced the largest handle for our racetrack in 7 years. They know what makes horseplayers tick and can motivate them to participate at the windows. We simply didn’t have the staff or the time to handle a national promotion, but we realized its importance and the impact it could have. We are thrilled with the results, especially given the fact that the whole process couldn’t have been easier, thanks to Horseshoe Marketing.”
--Jim Hannon, General Manager |
