Richmond, VA-based BES Studios and its client, the Virginia Equine Alliance (VEA), were awarded a prestigious Telly Award this past week in recognition of a sixty second TV commercial titled “Virginia Wins With Horses” that was submitted in the annual competition which honors excellence in video and television across all screens.
BES Studios and the VEA were honored to receive a “Silver” in the Travel & Tourism Regional TV category — the highest achievement awarded by the Telly awards judging panel, a diverse body of over 200 executives from television networks, production companies, global agencies, immersive content studios, and streaming platforms around the world.
The Telly Awards annually showcases the best work created within television and across video, for all screens. Receiving over 12,000 entries globally from 6 continents and all 50 states, Telly Award winners represent work from some of the most respected advertising agencies, television stations, production companies and publishers from around the world. The Telly Awards recognizes work that has been created on behalf of a client, for a specific brand and/or company or self-directed as a creative endeavor.
The VEA, whose mission is to sustain, promote and expand the horse breeding and horse racing opportunities in the Commonwealth of Virginia, initiated a multi-media campaign titled “Virginia’s Economy Wins With Horses”. BES Studios acquired hours of authentic footage to select from via day-long video shoots at four key locations— Colonial Downs Racetrack in New Kent, Shenandoah Downs Racetrack in Woodstock, Eagle Point Farm in Ashland and Audley Farm Equine in Berryville. Footage highlighted the state’s economy, tourism, jobs, careers and agriculture.
The VEA then forged a strategic partnership with Virginia Broadcast Solutions (VBS) and the Virginia Association of Broadcasters (VAB) to develop a comprehensive advertising plan which aimed to highlight the profound economic and social impacts of the Virginia horse industry, emphasizing its integral role in contributing to the Commonwealth’s prosperity. The campaign included TV, radio, digital, streaming and social media with different versions of ads often running simultaneously on the various platforms. In the eight-month period from October 2023 – May, 2024, the campaign produced 90,146,579 total impressions.
A major focus of messaging in the spots is the $542 million economic impact the racing and breeding industries have on Virginia’s economy. Jobs supported by the industry number 5,209 and the estimated total economic impact of horse racing events and visitor spending is $68.7 million annually.
Also of note is the significant impact the Virginia-Certified Residency Program for thoroughbreds has on Virginia’s economy. The initiative requires out-of-state thoroughbred horses to reside at least six consecutive months at a Virginia farm prior to turning three years of age. Once certified, these program graduates can compete to win bonuses from eligible races. The program has generated an estimated economic impact of $86.2 million between 2017-2023.
Jill Byrne, the VEA’s Vice-President of Strategic Planning, served as the media campaign’s Project Manager from its initial outset through the creative, production and budgeting process. “We are thrilled with the results so far and look forward to continue to promote the agribusiness, economic benefits, jobs, and vibrancy of Virginia’s bustling horse racing and breeding industry through creative spots,” said Byrne. “It’s also a great honor to receive a Telly Trophy on behalf of a great team here led by BES Studios and all the horses and horsemen that contributed to the project.”
Samples of the entire campaign, along with video of the award-winning spot, can be found at the all new virginiahorseracing.com website.
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