As Lone Star Park in Grand Prairie, Texas, drew closer to its horse racing debut, the track patiently waited out the attention devoted to the nearby and newly built Texas Motor Speedway in Fort Worth.
With Texas’ inaugural NASCAR event completed and the first $250,000 Lone Star Derby set for April 20, the track is not holding back any longer.
A heavy print, outdoor and TV campaign from The Richards Group in Dallas is under way to alert the public that the horses arrive April 17. Previous print and outdoor work has been aimed at consumers as well as horse trainers and owners to draw the best thoroughbreds in the nation to Lone Star.
This campaign adds a TV spot that is playing on all four network affiliates, plus TCI Cablevision in the Dallas/Fort Worth Metroplex. Other new executions have a little fun with Texans’ recent introduction to NASCAR racing. Two billboards announce that ‘Pit Stops Are for Wimps’ and position Lone Star as the place for ‘Real Horsepower.’
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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