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VRC Promises Major Black Caviar Promotion

Wednesday, 23rd February 2011

Meanwhile the Victoria Racing Club, "widely criticised for failing to adequately promote Black Caviar's 1st autumn appearance (last weekend), has promised a more 'flexible' strategy for her 2nd" reported The Herald-Sun. Only 13,000 people attended the return of unbeaten Black Caviar in Saturday's Gr1 Lightning Stakes, despite the fact "her tag as the world's greatest sprinter had been regarded by many as an irresistible marketing opportunity for the VRC & Racing Victoria". Critics said the "limited marketing around Black Caviar was aimed almost exclusively at established rather than potential audiences". With Black Caviar now "expected to make her next Flemington appearance in the Newmarket Handicap on March 12, the VRC "hopes to lure a crowd of at least 25,000". VRC chief executive Dale Monteith conceded "we can always do things better", but noted poor crowds outside of Spring had "confounded marketing people for more than 30 years". He summed up: "Getting crowds outside Spring is racing's genie in a bottle. No one has yet unlocked the secret. It's not just exclusive to racing in Australia. It's a worldwide problem." However Monteith said the VRC would "continue to explore media marketing tools such as Facebook & Twitter to reach new audiences" & suggested revenue from unclaimed betting tickets "should be poured into an industry marketing fund. We do need more flexibility in our marketing, an ability to seize on an opportunity when it presents."

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