Racing UK signs Frankie Dettori for national campaign

by Jacquie Bowser, Brand Republic 25-May-07, 10:25

LONDON - Horseracing TV channel Racing UK has joined forces with jockey Frankie Dettori to launch a campaign offering new subscribers their money back if the jockey wins the Epsom Derby next month.

New subscribers signing up to Racing UK prior to midnight on June 1, will have the full value of their £180 subscription refunded if the jockey wins the classic.

The promotion will be supported by a press ad campaign, with creative being carried out by agency 141 Worldwide.

Nick Mills, marketing director of Racing UK, said: "Frankie Dettori is, undoubtedly, the face that everybody most associates with the racing world. His endorsement of the campaign coupled with his desire to win the race for the first time gives the promotion topicality.

"With over 44,000 dedicated Racing UK subscribers we have successfully engaged the core racing enthusiasts and now want to encourage the next level of racing fan. Frankie is exactly the right person to reach out to those that enjoy watching racing in their leisure time but have yet to sign up."

Racing UK (Sky channel 432) will broadcast live coverage of all races occurring in the two-day event, which begins Friday June 1.