Lone Star Park, in conjunction with the National Thoroughbred Racing Association, is fronting the first joint promotional advertising effort for the upcoming All-Star Jockey Championship at its track in Grand Prairie, Texas.
Lone Star Park is developing promotional work in-house for the event, as well as creating an ad with Dallas television station KTVT-Channel 11.
The Lexington, Ky.-based National Thoroughbred Racing Association (NTRA) begins touting a national promotional contest this week for the jockey championship, according to Lone Star Park marketing and sales director G.W. Hail.
The Richards Group of Dallas remains lead agency for Lone Star Park. The contest and the Channel 11 commercial, however, are part of a shift in promotional assignments for which the track has reassumed responsibilities, according to Hail.
The creative elements of Lone Star Park's image campaign remain unchanged from last year, with ads from Richards presenting racing from the horses' perspectives.
Although the June 19 event will be held at the Grand Prairie track, the NTRA is looking to garner attention for its affiliation by promoting contest drawings at horse racing ovals in San Francisco, Philadelphia and Louisville, Ky.
NTRA's television commercials, through Merkley Newman Harty in New York, will also air in Dallas.
Budgets were undisclosed.
"We did this last year on our own," said Hail of the promotional contest drawing. "This year, the NTRA came in and wanted to promote the contest on a national basis."
The contest touts the All-Star Jockey Championship, a four-race competition among 12 top riders with a $100,000 purse.