Fri | Dec 2, 2016

Cal's rolls out sweet Derby deals in promotions for premier horseracing classic

Published:Thursday | April 9, 2015 | 12:00 AMOrville Clarke
Sabrina Thomas (left), marketing manager, Cal’s Manufacturing Limited, speaks about her company’s promotional activities at yesterday’s Cal’s Derby Watch launch in the Trainers’ Room at Caymanas Park. Looking on is Caymanas Track Limited’s CEO, Cedric Stewart (partly hidden).

A high-powered promotion, the 'Cal's Derby Watch', leading up to the 95th running of the premier classic - Cal's Jamaica Derby - to be run on Saturday, June 13, at Caymanas Park, was launched in the Trainers' Room at the racing facility yesterday.

According to Cal's Manufacturing's marketing manager, Sabrina Thomas, this will highlight all the promotional activities to be undertaken by the company - largely known for its syrup products - through the different media houses for the next 10 weeks leading up to Derby Day 2015.

"We are excited about the venture, as this extensive promotion is all about bringing the buzz and awareness of the Cal's Jamaica Derby on Saturday, June 13, 2015, with a total purse of $7 million," Thomas explained.

She added that the series of activities include a major push in the print media, on radio and television.

"Live roving reports and interviews will be done in the stands with patrons by the KLAS FM 89 team, starting on Friday, as well as on-spot giveaways on April 11, May 30 and June 6. A five-minute feature will also be aired on KLAS every Friday at 6:25 p.m. during 'Scoreboard'," she noted of the sports programme.

"In addition, racing fans can tune in to CVM TV every Wednesday morning to watch highlights of your favourite horses during training and exercise moments. This will highlight the company and its products and the horses that will be competing in the derby. Cal's will also be giving away two tickets each week to the North Lounge on the day of the derby. That's 18 lucky winners that will be at the track enjoying races that day.

Outdoor advertising

"Finally, billboards will be erected throughout the Corporate Area and St Catherine bearing the Cal's brand, and about the derby," she concluded.

Cedric Stewart, CEO of Caymanas Track Limited, predicted that given this sort of promotion by Cal's, "This derby will be absolutely the best in the history of Caymanas Park".

He was quick to add that the 10-week lead-up to promote and advertise the event was indeed a novel and innovative idea.

"With the quality of the three-year-olds the best in many years, the excitement should reach fever pitch on June 13," Stewart noted.

CTL's racing secretary, Denzil Miller Jr, hailed the move by Cal's, noting the he warmed to the idea that Cal's will be going to nine Off-Track Betting parlours every Saturday morning as of April 11, and this will coincide with live music, dancing girls and Cal's product samplings and giveaways, including two tickets each week to the North Lounge to lucky patrons.

Cal's previously sponsored the Jamaica Derby in 2011.