Haynes Is Going to the Dogs

Picks Up Agency of Record Duties for Gulf Greyhound Park
DALLAS–Gulf Greyhound Park has appointed Haynes Media and Marketing as its agency of record to promote the South Texas dog-racing track.
Capitalized billings on the account are estimated at $2 million.
No agency review was held. Said Haynes principal Tim Dillard: “We were called in for a problem related to their primary marketing program, and as we began to talk we realized their problems ran much deeper and we offered solutions . . . Before we knew it we had a marketing plan.”
Gulf Greyhound Park, located in La Marque, Texas, was the first racing track in the state when it opened in November 1992. Over the years, gambling competition has developed in the form of casinos and riverboats in nearby Louisiana and horse racing tracks in Texas.
“They’ve slowly been sucked into the serious bettors’ vortex,” said Dillard. “What they’ve got to do is offer more entertainment value for families and kids.”
The client seems to agree with that assessment. Said Gulf Greyhound operations manager Barry Sevedge, in a statement: “Our game is no longer the only game in town. We have to rebrand our attraction as a fun place to go through traditional and nontraditional methods.”
“Haynes does not operate like any ad agency I have ever seen,” continued Sevedge, “which is exactly why we think they are just the guys for the job.”
The Houston shop will begin the repositioning with an internal program not customary for most agencies. The effort will include sales training and motivational work, “recreating the culture from the inside out,” Dillard said.
An ad campaign in the racetrack’s primary market of Texas will follow in February. Radio is expected to be the primary medium, supported by television and direct mail. A creative concept under consideration will show fans barking after a fun day at the track.