Trinity Mirror Secures BHB For Cross-Title Promotion
Trinity Mirror has secured a £1 million advertising deal to promote the British Horseracing Board (BHB) across its entire portfolio of national and local papers.
The campaign, which is to raise awareness the Summer Triple Crown and Grand Slam, will be handled exclusively by Trinity Mirror, in the first ever ad promotion to integrate both its UK and Scottish national papers.
The advertising will run across the Daily Mirror, Sunday Mirror, the People, the Daily Record, the Sunday Mail and the Racing Post, as well as their equivalent websites.
Ads will also appear in selected regional titles including; the Croydon Advertiser, the Surrey Herald News and the Reading Chronicle.
A series of special betting incentives promoting this summer’s horse racing events will also appear across Trinity Mirror’s portfolio of titles. This will be supported by extensive point of sale promotion in betting shops and a viral email campaign sent out across the newspaper group’s database of subscribers.
Neil Hurman, Trinity Mirror’s advertising director of national newspapers, commented: “The BHB wanted to generate widespread understanding and support for the Summer Triple Crown and the Grand Slam in the larger horseracing community. Our diverse portfolio of national and sports titles, along with our online presence and regional newspapers, meant we were best placed to reach that audience.”
Chris John, marketing director at BHB, added: “The overall objective for the Summer Triple Crown and Grand Slam is to generate a sense of excitement and interest around the summer flat season by enthusing both current and infrequent racing fans, and to generate betting, TV race viewership and course attendance. Trinity Mirror was the perfect partner for this.”
Trinity Mirror’s new chief executive, Sly Bailey, is continuing her shake-up of the group’s senior management team. Earlier this week she appointed Ellis Watson to the newly created post of general manager of newspapers (see Trinity Mirror Continues Management Shake-Up).
Trinity Mirror: 020 7293 3000 www.trinitymirror.com
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