Racing for Change, an initiative set up to broaden the appeal of British horseracing, has today announced the launch of a nationwide search to find the ‘Voices of the Races’. The chosen ‘Voices’ could soon become stars in their own right, as they document their racing experiences using the latest in video, photo and blogging technology.
These ‘raceday diaries’ will be published on a new consumer website for racing, www.lovetheraces.com, which is set to launch in September 2010. The site will be largely focused on social networking, utilising the popularity of social networking sites and aiming to fill the current void of an online presence for racing, aimed mainly at new audiences and infrequent racegoers.
This online opportunity, a first for British horseracing, is not just open to racing aficionados, but to anyone who is charismatic and stands out from the crowd, whether a seasoned racegoer or someone who can’t tell a filly from a furlong. And it’s not just one person who is being sought to front this high-profile initiative; it really is for everyone – the family man, the glamourous girl, the high-flying business woman, the time-rich Gran and the cash-poor student.
The Voices will disseminate advice, tell anecdotes and capture moments on the racecourse that define the joys of a day at the races. They will interact with other visitors to the website, providing honest feedback about their time at the races, offering advice on what to see and do, and sharing aspects of the day with visitors to the website, such as what to wear to the races, where to eat and who, and what they spot on the day.
The search starts to find these ambassadors for the sport starts today, and applications can be submitted though www.lovetheraces.com. Applicants will be asked to answer a series of short questions, with the option of uploading a video or some photos to support their claim and showcase their presenting ability. Applications are open until Friday 27th August, after which time the Voices will be chosen and announced to the public.
The Voices of the Races will judged on criteria such as their ability to entertain and engage, their humour and enthusiasm and how individual their approach. They will be selected by a panel of industry insiders and will then enjoy great days out every month, updating their own profile at www.lovetheraces.com through video blogging, photo stories and online blogging as they go.
While this is not a paid opportunity, the future stars of this site are being offered a shot at stardom; the chance to gain valuable exposure and presenting experience along the way. They will also be able to experience the thrill of racing for free, including any expenses incurred, whether visiting alone, or with family and friends. On occasions, they will be wined and dined and offered unique behind-the-scenes experiences not usually available to members of the public, all of which they can then communicate to their ‘followers’ on www.lovetheraces.com, educating them in an informal and relevant manner.
To mark the start of this initiative, Racing for Change has also today launched a viral personality quiz, www.myracingface.com. Here, customers answer some quirky questions to ascertain a humorous ‘racing personality’ and communicate to their friends if they are a ‘Dashing Chap’, a ‘Miss Foxy’, or one of several other characters. Once the quiz is complete, participants will be informed of the search for the Voices of the Races and have the opportunity to enter a competition to win a VIP trip to the races.
Rod Street, Chief Executive of Racing Enterprises, commented:
“This is an incredibly exciting project for racing and different to anything that we have ever done before. We’re enabling our customer to become directly involved in the marketing and communication of our sport to the public, generating further awareness of horseracing and engaging with other racegoers on their own level, in an interesting and interactive way. This opportunity is invaluable for anyone who is looking for experience in either the world of presenting or sport marketing, as well as for those who are eager to enjoy some great days out for free.”
For more information about becoming one of the Voices of the Races, please visit www.lovetheraces.com.
