In both qualitative and quantitative research, target audiences who viewed the test spots said they found them humorous and engaging, but as importantly, they were motivated to go to the racetrack and wager. These test results are superior to those for previous campaigns. Marty Orzio, executive creative director and partner of Merkley Newman Harty, the NTRA's advertising agency, presented the concepts to a gathering of racing industry leaders.
Consumers make the emotional connection to the product through the music.
According to preliminary research on consumer response to the ads, conducted by the ESPN Chilton Sports Poll, the campaign ranked highly in terms of persuasiveness and presentation of racing as an attractive entertainment option. Chilton Sports Poll presented details of 40,000 consumer research surveys on public interest and awareness of horseracing, which identified target audiences for NTRA advertising, national consumer promotions and other marketing efforts.