Imagery.  It is one of the most powerful communication tools we have available to us.  Are we making the most of what's available to us?

Racing is about passion, speed, emotion, tenacity, courage, strength and power.  It is ever changing.  Dynamic.  Great horses come, and they go.  And when the do go, either through retirement, injury, loss of form, or in death, at the time, we are left wondering whether we will never feel the same way.  Yet invariably, following on from the departure of yet another great and courageous horse, another hero inevitably soon arrives on the scene, and sets about proving us wrong, again! 

The use of visually exciting images has helped to lead a growth in the popularity of many sports and industries.  However, has racing embraced this philosophy as yet?  It is not enough to promote racing just as the latest 'place to be'.  We need to think more laterally than that.  We need to aim at capturing the energy and emotion that is present in the industry, and that is brought about by the heroic performances of brave and hardy thoroughbreds, as they surge to the line.  Horses like Makybe Diva, Sunline, Northerly, Lonhro, Saintly, Might and Power, Octagonal, and of course the legendary Kingston Town, have proved time and time again what wonderful draw cards our equine stars are.  Equally, we need to recognise the human element in racing, and the team spirit that can emerge in the course of trying to succeed in this wonderful sport.  And we should applaud and celebrate the unbridled passion, hard work, loyalty and exuberance that we are fortunate enough to be able to witness.

I encourage all players in the industry to think more broadly about their choice of imagery, and to select images that highlight all of the aspects that make racing such a wonderful spectacle.  And in doing so, we would encourage and entice a new generation of participants and spectators to join with us in celebrating racing.

I am happy to discuss your imaging and marketing needs, and to work together with you in the selection of the most visually powerful imagery that sells not just your particular segment of the industry, but the industry as a whole.

I invite you to browse some of the photogalleries on this site, and to think creatively about your choice of imagery.  See the contact details page to get in touch with me.