The Thoroughbred industry the week of March 11 will preliminarily launch a new fan website that will focus on a new brand initiative called “America’s Best Racing.”
The website, part of a social media strategy recommended by McKinsey and Company last summer, will center on the Triple Crown and Breeders’ Cup seasons. It was created by Lightmaker, a digital strategy company hired by The Jockey Club and NTRA Communications.
The web address is www.followhorseracing.com. It is scheduled to go live at 12:01 a.m. EST March 11, The Jockey Club said in a McKinsey progress report released March 8.
Initially, the website will offer a promotional video, a contest tied to the Kentucky Derby Presented by Yum! Brands (gr. I), and a schedule of Kentucky Derby prep races. The “first version” of the “America’s Best Racing” website will be launched April 4.
Jockey Club officials said the strategy includes rebranding of the NTRA website, which will be more industry-based than fan-based. There will be media placements in traditional and mainstream social media outlets, and an effort to get racetracks and bloggers to drive interest in the campaign.