Its aim is to boost awareness of the harness racing product and spur attendance during the crucial summer months.
The multiplatform effort – which encompasses outdoor, radio, print, and digital – kicked off in May. A combination of clear messaging and bold artwork is designed to reenergize racing as an integral part of the Harrah’s Philadelphia brand, incorporating its familiar, established visual elements to form a seamless integration between all property assets: racing, casino gaming, dining, and entertainment.
The campaign’s two primary executions present multiple meanings. “Excitement With A View” and “Party. Play. Win. Repeat.” place the racing product front and center, but also reference the track’s unique waterfront setting and expansive party deck as an intriguing alternative to more traditional bars, restaurants, and entertainment venues.
“Racing may be new to some people, but Harrah’s Philadelphia isn’t,” said Sam Beegle, president of the PHHA. “We’re leveraging Harrah’s strength as an established brand, and inviting people to experience a different aspect of this well-known destination during their visits.”