Faced with an ad budget rather small for a conventional tv buy, the Hippodrome de Montreal chose instead live advertising spots about various aspects of the track to promote its name change and modernization program.

Marie-France Cardin, account supervisor for Armada Bates, in Montreal, which has the Hippodrome account, says the horse racing track’s operators were so pleased with the dozen 60-second spots broadcast on TV Quatre Saisons July 15, plans are under way to do it again sometime the week of July 24.

A radio version of the venture is also in the works.

Cardin says Armada Bates picked up the Hippodrome account last April, after the venerable Blue Bonnets Raceway got a name change and was slated for modernization.

However, she says because the track’s ad budget was on the small side, Armada Bates had to find new ways to convey those changes to patrons and potential patrons.

She says advertising was also necessary to counter competition from the Casino de Montreal.

According to Cardin, the 12 spots were all done on live remote by a regular news crew from TV Quatre Saisons.

The opening 60 seconds concentrated on the name change, the sign outside the track, and the shuttle bus service that brings bettors from the closest subway station – Namur – to the Hippodrome’s main building.

Some of the other spots featured the track’s restaurant, an outdoor barbecue, and an interview with the president of the Hippodrome.

The live advertising ran from 5.55 p.m. to 11.30 p.m. during regular programming.

The first immediately followed the local news.

The July 15 race card at the Hippodrome ran from 7.30 p.m. to 11. 30 p.m.