Association aims to revive $1.6 billion industry with new agency appointment
Pavone, a full-service creative agency, announced that it has won media and creative duties for the Pennsylvania Horse Racing Marketing Association (PAHRMA) after a review that began with 50 agencies.
PAHRMA is a recently formed venture composed of numerous horse-racing associations in the state, including the Pennsylvania Harness Horsemen’s Association; the Pennsylvania Horse Breeders Association; the Pennsylvania Horsemen’s Benevolent and Protective Association; the Pennsylvania Thoroughbred Horsemen’s Association; the Meadows Standardbred Owners Association; and the Standardbred Breeders Association of Pennsylvania.
Horse racing contributes $1.6 billion in economic activity annually within Pennsylvania and employs more than 23,000 people statewide, which includes those involved in racing and breeding.
“We selected Pavone for the breadth of its integrated capabilities, including media, and for the team’s stand-out creative thinking,” said Pete Peterson, spokesman for the Pennsylvania Equine Coalition. “We’re looking forward to working with them to help reinvigorate this beautiful sport.”
Pavone is charged with creating the client’s first brand campaign, web site design, social-media content development and management, and media planning and buying duties. The campaign, an effort to get more Pennsylvanians to the racetrack, will launch in late summer.
“It a huge responsibility to be the first agency partner for an organisation, especially one that’s tasking us with reviving a $1.6 billion industry, but we’re up to the challenge,” said Pavone President Michael Pavone. “We’ve got some big ideas in mind for them, and I’d place good money on a win here.”