Marketing a diamond is an artform all of its own. The current Keeneland sale and indeed the Fasig-Tipton sale where the dam of Smarty Jones' fetched US$5M demonstrate that when you are dealing with horses of such value then no money is spared ensuring they are well advertised to the right audience to maximise the horse's exposure and build maximum public interest.

The pin-up mare for Tattersalls November sale is Ipi Tombe. The champion mare has her own website for marketing purposes - you can visit it here and ads are now appearing in various high profile publications (the following is from the Thoroughbred Daily News) to spread the word of her sale.

Her appeal goes without saying: a breathtaking race record, in foal to a champion sire, and a true rarity in the market. The ad very much targets those differentiators.