Why Marketing?

Using marketing to promote the Industry stretches back generations. States (and ultimately countries) have always jostled for the attention of buyers, the lure of outside money and sufficient profile to attract the best stallions and those who wanted to breed their mares to them.

Then, as now, this means investing in publicity.

Some people may look at the use of race series promotion and think 'revolutionary - we should have thought of this years ago!'. In truth, the royalties for such ideas should probably be given to the estate of a Louisville man 'Yelverton Oliver' who, in 1839 promoted a race series in Kentucky to give the Bluegrass the edge over its breeding competitors in Virginia, Maryland, New York and the Carolinas.

Surrounding factors

Of course, a race series alone will not grant you the necessary publicity you need. Horses that not just win but go on to assume 'champion' status will always help. In this light Magic Millions had (amongst a swag of others) the Triple Crown juvenile star by the name of Dance Hero; Inglis had international performers Choisir and Silent Witness.

The Schemes

But back to race series and bonuses for a moment. In 2004 the various auction houses offered the following bonuses to sale graduates/owners and vendors:

INGLIS:

The jewel in the Inglis crown is the $1M Inglis 2YO championship to be run at Flemington in Autumn 2005 (only graduates of the 2004 Premier, Premier II and Classic Yearling Sales eligible for entry). First acceptance fee $1650. Vendor of 1st horse also to receive $50,000. Inglis also has lesser bonus races for graduates of the 2004 Classic Sale (Inglis Classic - $300,000, to be run at Warwick Farm in January 2005) and the 2004 Sires Produce and Scone Yearling Sales (Scone Winter Challenge - $200,000, to be run at Scone in May 2005), both of which also include vendor bonuses.

MAGIC MILLIONS: On offer was the $3.55 Million Sale Race Series for graduates sold in 2004 (promoted as the richest sales race series in the world.) The $3.55m would be split as follows:

Jan 2005 MM 2YO Classic Gold Coast $1 Million
Feb 2005 MM Adelaide 2YO Classic Adelaide $400,000
Mar 2005 MM Perth 2YO Classic Perth $150,000
Jan 2006 MM 3YO Trophy Gold Coast $1 Million
Jan 2006 MM Open Cup Gold Coast $400,000
Jan 2006 MM Open Sprint Gold Coast $200,000
Jan 2006 MM Stayers Cup Gold Coast $100,000
Jan 2006 MM Fillies & Mares Gold Coast $100,000
Jan 2006 MM Maiden Trophy Gold Coast $100,000
Jan 2006 MM 3YO & Above Restricted Gold Coast $100,000

One nomination fee of $2,750 inclusive of GST qualified a purchase for all of the abovementioned races. (Perth only race $495 inclusive of GST). Plus, for eligible graduates sold in 2004 there was the international owners incentive of the September 2005 Malaysian Magic Millions 3YO Classic in Penang with prize money of RM325,000. There was also a new Magic Millions Race for all prior Magic Millions Graduates that have previously paid up for the Magic Millions Race Series in January 2005 - MM Open Handicap at the Gold Coast with prize money of $400,000.

NEW ZEALAND: New Zealand Bloodstock offered a $500K 2 yo classique race in January 2005. They also offered a buyer reward programme (a set sum to assist with travel expenses [and dependent on country from which buyer traveled]). In addition there was the New Zealand Thoroughbred Bonus Scheme (bonuses available over 2 YO, 3YO and 4YO seasons). $15,000 and $7,000 bonuses, percentage payout to 1st, 2nd and 3rd placegetters, 10% to winning trainer, 10% to nominators of winning foals - eligible whether or not a horse sold at auction.