Race Coast is a dynamic new brand in South African horse racing, formed through the merger of KwaZulu-Natal’s Gold Circle operations and Cape Racing in the Western Cape under the Hollywoodbets banner. It operates premier racecourses across both regions and aims to modernise the industry by blending tradition with innovation, while delivering high-end raceday experiences that combine sport, lifestyle, and entertainment. Positioned as both a sporting and socio-economic driver, Race Coast focuses on growing audiences, boosting tourism, and creating an inclusive, future-focused racing community.
Race Coast was seeking to appoint a PR agency to deliver a comprehensive communications strategy that positions horseracing as a premium lifestyle and entertainment offering across the Western Cape. The brief focused on driving positive sentiment, increasing media visibility and audience engagement, and executing integrated “Sportainment” campaigns that boost attendance, broaden the fan base, and establish Race Coast as a leading voice in the industry.
Pulse Communications led a comprehensive PR campaign for Race Coast’s Summer Season of Racing (November 2025 – March 2026), delivering strategic media relations, content creation, and on-the-ground support across key events including Cape Punters Cup feat. Summer Kick-Off, World Sports Betting Cape Fillies Guineas feat. Sip & Shop, Hollywoodbets Cape Guineas feat. Festive Fair, L’Ormarins King’s Plate, World Sports Betting Cape Town Met presents Symphony of Style, Lucky Fish Cape Derby feat. Seafood & Jazz Festival.
The team developed and distributed multiple press releases, conducted extensive media outreach and invite drives to secure attendance, and managed accredited media and influencers on-site, facilitating interviews and ensuring seamless media engagement to maximise coverage and visibility.
