Lexington, KY - The Equestrian Life project – Learn to Ride and Drive in Style – is a joint effort among the United Professional Horsemen’s Association (UPHA), American Saddlebred Horse Association (ASHA), and American Hackney Horse Society (AHHS).
Through the partnership of these three organizations, a marketing campaign launching in August will bring the horses and ponies we all love into millions of homes, with a goal of increasing awareness of saddle seat riding and driving in the show ring and other venues, in addition to developing a brand identity focused on concepts such as high energy, safe, modern, glamorous, uniquely American, fun for all ages, and an English riding/driving discipline that is not about jumping. For a sneak peak at a video ad preview for the program, click here.
Equestrian Life is a multi-breed and discipline website that can offer exposure to the American Saddlebred and Hackney breeds to an audience that may not be familiar with our wonderful equines.
Launched in 2008, Equestrian Life is an equestrian media and marketing company focused on social media and video/television production via its own social media website platform, as an Official YouTube Partner, and with television programming in partnership with HRTV, a television-based multimedia sports network that is dedicated to horse sports, 24/7.
Equestrian Life has produced more than 100 hours a year of original television programming, which reaches 21 million homes via the HRTV channel. Co-founders John McGraw and Deana Bergquist describe the organization as a combination of Facebook and YouTube for passionate horse people.
Equestrian Life was the official Social Media Partner of the 2010 Alltech FEI World Equestrian Games, producing nine hours of original television programming. They are also the Official Social Media Partner for the United States Hunter Jumper Association, United States Dressage Federation, HITS $1M Grand Prix and the Devon Horse Show.
The campaign will feature a 30-minute television program (with commercials) that will run a minimum of nine times during a three-month period, beginning in August, as well as a 30-second commercial spot about the program, which will play a minimum of 20 times on television, as well on websites, and at shows and other events (i.e. the JumboTron at Lexington Junior League, Kentucky State Fair World’s Championship Horse Show and the UPHA American Royal National Championship Horse Show).
The video piece will highlight the American Saddlebred and Hackney ponies and horses, beginning with the history of the breeds, and leading up to what each has become today, showcasing their ability to excel in the show ring, in other disciplines, and as recreational horses for whole family.
Shooting for this promotional video, and 10 three-minute videos to be shown on the Equestrian Life website, will be done during the week of the Lexington Junior League Charity Horse Show, partially on site at the show. Other locations for the shoot will include the American Saddlebred Museum, the Gayla Driving Center, and Blue Willow Farm.
The American Saddlebred short videos will include contributions from well-known Saddlebred personalities, including Misdee Wrigley Miller in a segment called “What Is An American Saddlebred,” a contribution from Renee Biggins in an informative piece about ASHA Youth Programs, and Ellen Beard will discuss how saddle seat riding has many of the basics that can be found in other styles of riding. Beard said of this promotional effort, “It is an opportunity to show others how integrated the breeds and disciplines are. We can share clients and venues, which allows for more business opportunity.”
A segment of the video will also place emphasis on how someone who is interested in riding or driving an American Saddlebred or Hackney can get involved with these breeds.
A custom page on the Equestrian Life website is also being developed to outline the ins and outs of saddle seat riding and driving. Ten web style videos, approximately three minutes each, will be produced addressing the commonly asked questions about saddle seat riding and driving.
There will be a 300x250 web ad created to promote the program, which will be available for download, and can be used across the web. Equestrian Life also sends media alerts to its 40,000 members regarding the television show and its times. To view a sample of the webpage, click here.
The Equestrian Life member newsletter will also be used to promote the campaign, along with Facebook, Twitter and YouTube.
In an effort to gauge the reach of this campaign, a coupon for a free riding or driving lesson will be posted on the home page of the program on the website. Coupons can be redeemed at approved facilities across the country.
"This is an exciting time for the American Saddlebred, Hackney Pony and Hackney Horse," said one of the program organizers, Bob Funkhouser. "This program is all about reaching people in today's world and we will be reaching people who already have a strong equine interest or are looking to come aboard. We all saw what an incredible reception our horses and ponies received at the World Equestrian Games, and now we have the opportunity to expose our animals and their many disciplines to a similar audience every minute of the day, every day of the week for a three-month period this fall."
To view guidelines for UPHA/ASHA/AHHS promotional program approval, download a program application, and see frequently asked questions about the program, click here.
Applications will be accepted throughout the duration of the program, but stables are encouraged to sign up early to maximize exposure.
With questions, or for additional information, contact Kristin Stivers, UPHA Administrative Assistant, at [email protected].