Magazine article Marketing

Go Racing Names Launch Task Team

Magazine article Marketing

Go Racing Names Launch Task Team

Article excerpt

Go Racing, the consortium consisting of Channel 4, BSkyB and Arena Leisure, has poached Blue Square's head of marketing, Gavin Bisdee, as its first marketing director. It has also handed the [pound]3m launch task for its web site to 4creative, Channel 4's in-house creative team, and OMD UK.

Go Racing has moved fast to make the appointments after it agreed the [pound]387m ten-year multimedia racing rights with the British Horse Racing Board and the Racecourse Association at the end of June.

Bisdee, who was head of marketing at interactive TV betting firm Blue Square for the past year, will develop Go Racing as an integrated brand, working across terrestrial and digital TV, the internet and 3G mobile technology.

Bisdee will position racing as an all-inclusive consumer sport, with the aim of doubling the amount spent on horse racing in the next decade. He will have a marketing budget of about [pound]8m a year over the ten years of the Go Racing deal.

4creative will handle the creative task for the Go Racing web site following a three-way pitch against Bates UK, the incumbent on BSkyB's business, and epbuk, which handles Arena Leisure's creative business. …

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