by USEF Communications Department | Jan 19, 2017, 6:35 PM EST
Today, the United States Equestrian Federation (USEF) officially launched the “Discover the Joy of Horse Sports” campaign on USequestrian.org and its social media platforms. The campaign was introduced at the USEF Annual Meeting on January 11 and celebrates the universal emotional insight that horse sports bring across all breeds, disciplines, age groups, and levels. From novice riders to international elite equestrian athletes, US Equestrian’s mission is to bring the joy of horse sports to competitors and fans alike. Truly a lifelong endeavor, equestrian is the one sport where horse and human form a special bond and compete as one.
The campaign’s appeal is highly emotional. Strategically, the campaign breaks down the barriers between the grass roots and the elite levels of the sport to make the sport more accessible. The campaign also captures the overall lifestyle, community experiences, unique bond between horses and riders, and connections developed through horse sports.
Many equestrians from all over the world contributed to the campaign, with 55 clips encompassing the 60-second launch spot. Shots from the Rio 2016 and London 2012 Olympic Games are married with clips from breed champions as well as backyard enthusiasts to celebrate the diverse and emotional appeal of equestrian sport. The music comes from Ellinoa, a contemporary jazz and recording artist who is also an equestrian. Ellinoa contributed her unique take on “Ode de Joy,” mashing up the classic piece with a fresh jazz mix. This perfectly mirrors the classic elite aspects of equestrian sport married to the free and easy moments of exhilaration and joy outside of the competition ring.
The print campaign features the 29 breeds and disciplines governed by the newly rebranded US Equestrian. Digital ads will break soon. There will also be 30- and 15-second versions of the “Joy” video. Additionally, the campaign will be featured in equestrian partner publications, affiliate partner magazines and websites, on social and digital media, at USEF competitions around the country, on RIDE TV, and select equestrian event television broadcasts.
US Equestrian thanks all of its affiliates, photographers, videographers, athletes, and creative partners who helped create and participate in this campaign. All credits and partners will be featured on USequestrian.org beginning tomorrow.
Production Credits: Gary Goldsmith; AFG&; US Equestrian Federation Marketing & Design