British racing set to unveil biggest national marketing campaign the sport has ever run

British racing is poised to unveil its biggest marketing campaign, acting BHA chief executive Brant Dunshea said on Wednesday.

Details of the campaign, which will begin in May with "considerable" financial support from the Levy Board, will be formally revealed in the next few weeks.

The marketing of British racing has come in for criticism, with accusations the Premier racing trial has not been promoted effectively.

The Great British Racing board (GBR) has also been replaced by a smaller marketing committee.

Dunshea said: "Importantly, the work around promoting and marketing our sport hasn't just stopped as a consequence of that, and in the next week or two we will be going out with a formal announcement setting out the details of a national consumer-facing marketing campaign that will run from around mid-May.

"It will be significant. It will be the biggest national campaign we have ever run. It's being heavily supported by the levy and will be focused on the social and cultural aspects of our sport in terms of those wonderful experiences that the five million attendees a year experience and engage in racing as a pastime."

Brant Dunshea: "It will be significant"

The six members of the GBR board resigned in January having approved the sport's national marketing strategy for this year.

"There has been a process of reviewing GBR that's taken place over the last 12 months," Dunshea said. "The board approved some changes to the structure, which are through the latter stages of being implemented presently."

Dunshea added that a new committee would bring in expertise from inside and outside racing "to play a leadership role in terms of the promotional, consumer-facing aspects of marketing our sport".

He added: "We'll hear more about that very soon as that structural change is finalised."

Last month the BHA and GBR relaunched the HorsePWR campaign,  described as "British racing's most significant public-facing welfare-themed promotional campaign to date".

The Levy Board has also committed more than £1 million towards the production costs and promotional budget for series two of ITV's Champions: Full Gallop docuseries.

Read these next:

London buses get more HorsePWR as racing's revamped welfare campaign hits the streets 

All change in racing marketing after wholesale resignation of GBR board to make way for new 'expert' committee 

The reaction to HorsePWR shows we are on the right track, but now we must go further 

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