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British horse racing to get branded- 6 Nov 2008 00:00:00

Consultancy marketing agency Harrison Fraser has been hired to create a brand for British horseracing.

A strategic review will be presented to Racing Enterprises in mid-March, with Harrison Fraser aiming to be commissioned to implement a certain style for the brand, which would be manifested through a name, logos, signage, and the on-course and in-betting-shop experience.

The main goal of the project, which is worth a six-figure sum, will be to create a consistent image as well as stimulating interest for the sport.

'There are 50 million people in the UK who don't register the sport,’ Jonathan Goodridge, client director at Harrison Fraser, said, adding, 'If you Google British horseracing at the moment you come up with something different every time.’

Chris McFadden, chairman of Racing Enterprises, agreed: 'We are a fragmented industry and have not had a great record with initiating and implementing change.’

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