The Emperors Palace Ready to Run Sale 2011

EMPERORS PALACE READY TO RUN SALE
TBA Sales Complex, Gosforth Park, South Africa
6 November 2011

         

Two million rand is a lot of money, no matter what you’re worth. That’s the value of this year’s Emperors Palace Ready To Run Cup to be staged on 5 November at Turffontein racecourse, making it the third richest horserace in Africa after the Vodacom Durban July and the J&B Met.

When you consider the odds of getting a shot at a winner in the big race, restricted as it is to entries of the Emperors Palace Ready To Run Sale with only 180 horses on offer, it’s comfortably the best deal in Thoroughbred Horseracing worldwide.

Graduates of the Emperors Palace Ready To Run Cup are part of the folklore of South African horseracing; the shining example being the “one-two” finish to this year’s Vodacom Durban July, Igugu and Pierre Jourdan. Pierre Jourdan was South Africa’s biggest earner in 2010 at R3.8 million, while SA Triple Tiara princess and South African Horse Of The Year, Igugu, took home in the region of R5.5 million for the season just completed. Not bad for purchase prices of R60,000 and R1 million respectively.

iKind Media client, Summerhill Stud, has been at the forefront of the development of the Ready To Run Sales concept for the past 25 years.

The concept of selling a ready-made racehorse was unique enough, but in its relatively short history, the Summerhill team have introduced multiple “world firsts” into the recipe. Locating the Ready To Run Gallops on a stud farm (as opposed to a racecourse), had never been done before; filming each horse in full-flight and broadcasting via their website, television and on DVD, was a pioneering innovation; connecting the sale to a dedicated race was a first-off; and then making it the richest race of its kind in the world, was another “topper”.

Summerhill assembled a formidable panel of judges to select their top picks and to then share their selections with the public. Big South African horseracing names on this year’s panel included Mike de Kock, Michael Roberts, Sean Tarry, Graeme Hawkins, Jehan Malherbe, Dean Kannemeyer, Joey Ramsden and USA specialist racehorse picker, Kip Elser. A first at any sale of any kind, anywhere in the world.

South Africa’s Champion Breeders also introduced a six-instalment payment scheme some thirteen years back (in one form or another), and it remains the only concept of its kind in the world. Besides the R2million Emperors Palace Ready To Run Cup restricted to graduates of the sale, Summerhill gave the event the best trophies in racing, and introduced five dedicated trials country-wide, so that race aspirants could qualify for the big race without facing the danger of elimination. That doesn’t happen anywhere else, either.

In business and economics, innovation is the catalyst to growth hence the standing of the Emperors Palace Ready To Run Sale as the best of its kind anywhere in the world.

Click the thumbnails above to view four iKind Media-produced promos as part of Summerhill Stud’s marketing campaign for the 2011 Emperors Palace Ready To Run Sale featuting past graduates of the sale, Igugu, Pierre Jourdan, Imbongi and Fisani.

blog.summerhill.co.za/ready-to-run-sale-2011

Summerhill Stud - Emperors Palace Ready To Run Sale	Credits
Editor	Devin Carter
Composition, Animation and Graphics	Matt Nefdt
Music Arrangement	Devin Carter
Producer	Michael Nefdt
Footage	Tellytrack
Photography	JC Photographics

South Africa's top thoroughbred racehorse auction

EMPERORS PALACE READY TO RUN SALE 2010

    

Initiated by Summerhill Stud CEO Mick Goss some 24 years ago, the Emperors Palace Ready To Run Sale has cemented its position as the best value auction of thoroughbred racehorses both within South Africa as well as in the international arena.

Conducted by Bloodstock South Africa, sponsored by Bob Yearham and his team at Emperors Palace, with stakeholders Phumelela, Tellytrack, Summerhill Stud and the National Horseracing Authority, the Sale has consistently been one of the best performing thoroughbred auctions worldwide. Offering a complete sale package including pre-sale gallops (live, televised and online) which allow prospective investors the opportunity to see the horses in full gallop, a panel discussion comprising South Africa’s leading judges to assist with selections and a shot at the R2million Emperors Palace Ready To Run Cup a year later, the Emperors Palace Ready To Run Sale is considered a true value proposition.

Notable graduates from the sale include the international campaigner Imbongi who cost ZAR140,000 with earnings now reaching the ZAR9million mark, Pierre Jourdan who cost just ZAR60,000 with earnings now close to ZAR4million and Paris Perfect who cost ZAR100,000 going on to pick up a massive cheque with a third place in the world’s richest race, the Dubai World Cup.

iKind Media’s involvement in Summerhill Stud’s television and online marketing campaign for the 2010 Sale comprised five commercials featuring past graduate racehorses from the sale. Our brief was to depict the excitement of horse racing; bringing in elements of passion, speed, power and success whilst remaining true to the Summerhill ethos of quality racehorses at great value.

The commercial concepts were :

Pierre Jourdan : To best portray the similarities between a world-class athlete in Usain Bolt and a world-class racehorse in Pierre Jourdan; both define the pursuit of the perfect athlete, both human and equine.

Fisani : To tell an African story, drawing on the parallels between a racehorse stalking her opposition before accelerating to the victory post and a cheetah chasing her prey before the final death strike.

Imbongi : The spirit of a Zulu warrior, a fighter who overcomes his opposition on the battlefields of KwaZulu Natal.

Igugu : The real value of Australian imports depicted by Igugu (meaning precious jewel in Zulu), an Australian-bred racehorse tearing up the opposition on South Africa’s race tracks; a “diamond” investment contrasted with stunning imagery of a desolate, arid and stark Australian outback.

Checcetti : Dedication, Precision Excellence. Core elements that mould both the sport of Motor Racing and the art of Horse Racing; constant innovation to attain racetrack victory and ultimate Championship success.

Click the thumbnails above to watch the Pierre Jourdan and Fisani commercials or click here to view them in our video gallery.

iKind Media Your idea. Our imagination.

Summerhill Stud Thoroughbred TV commercials

TELEVISION COMMERCIALS FOR THE EMPERORS PALACE NATIONAL YEARLING SALES

     

They call it the Sport Of Kings… the world of Thoroughbred Horseracing… the Art of breeding and racing the Perfect Equine Athlete.

Summerhill Stud, South Africa’s leading Thoroughbred Racehorse Breeder, last month commissioned iKind Media to produce 3 television commercials for broadcast on DSTV’s 24 hour Tellytrack rotation in the run-up to South Africa’s premier yearling sale, The Emperors Palace National Yearling Sale, staged at the TBA Sales Complex, Gosforth Park, Gauteng.

The aim was to best portray the Summerhill “Genuine Article” brand by highlighting the performance of three of the stud’s most recent Champion racehorses:

Pierre Jourdan : Winner of the 2010 South African Classic
Fisani : Winner of the 2010 Gauteng Fillies Guineas

The challenge was to combine raw race footage, photography, 3d animation and music in the creation of three captivating and inspiring 30 second commercials.

Click here to view all three commercials in our video gallery.

iKind Media Your idea. Our imagination.