JC / Railbird

Taglines

Gone, Baby, Gone

Ray Paulick interviews a catchphrase:

Did [Go, Baby, Go] make a difference in handle or attendance?

That’s a hard question, Ray. I’d like to think so as U.S. handle increased significantly from 1998 to 2004 when I was living large. There was definitely more racing on national TV and more coordinated national marketing and promotion. But it might have just been good timing. The game had a nice run of almost-Triple Crown winners from ’98-’04 with Real Quiet, Charismatic, War Emblem, Funny Cide and Smarty Jones and the Seabiscuit book and movie definitely helped put us back in front of American public …

“Good timing” is an understatement: 1998-2004 was the rise of the Internet as we now know it. The industry’s various factions simultaneously managed to catch the moment, via ADWs, and squander it.

Posted in Industry on April 17, 2013 / Tagged America's Best Racing, Lost Opportunities, Marketing, NTRA, Taglines, Wagering