New Zealand Thoroughbred Racing appoints Eleven 

New Zealand Thoroughbred Racing (NZTR) has formally appointed PR, events and social agency Eleven as its agency of record. 

Eleven will support NZTR with its PR and media relations as the Thoroughbred racing industry goes through a period of change following the signing of Entain’s 25-year strategic partnering agreement with the TAB New Zealand. 

The agency, part of the TBWA\ Group, already supports NZTR with The Grand Tour Racing Festival, a showcase of New Zealand’s top Thoroughbred racing events, following a competitive pitch last year. 

Dan Smith, Head of Marketing, Communications and Wagering Partnerships at NZTR commented on the collaboration. 

“We’ve been looking for an agency who understands what Thoroughbred racing is all about and has the media relationships and nous to share our story with a broad audience,” said Smith.  

“Eleven are that agency. We’ve been impressed with the recent work the Eleven team has done for The Grand Tour and Auckland Thoroughbred Racing, and are delighted to be partnering with them during a period of transformation for racing as a sport  in New Zealand.”

Ian Benet, General Manager at Eleven, said the win was great news for the agency and a testament to the hard work carried out by the team to understand the product and racing’s place in Kiwi culture. 

“Racing is going through a period of significant change, with more investment resulting in better facilities, better stakes, improved professionalism and a drive to get more people on-course to experience what a day at the races is all about,” said Benet. 

“Led by the fantastic team at NZTR, the industry is pulling together to seize the narrative and start telling its own story. It’s ambitious, it’s brave and it’s a story we’re excited to share.”

The win adds to Eleven’s roster of clients including PlayStation, Cathay Pacific, Nestle Purina, ANZ and Kellogg’s.  It also works with Victoria Racing Club in Melbourne and has recently worked with Auckland Thoroughbred Racing on its successful return to racing at Ellerslie following a $ 55 million refurbishment.

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