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.

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