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Bluebloods : Karaka 2012 Yearling Sale Preview
KARAKA 2012 YEARLING SALE PREVIEW KARAKA 2012 9 NZTM BIRCH’S CAREER has come full circle Andrew Birch’s career with New Zealand Thoroughbred Marketing (NZTM) has come full circle this year with his appointment as chief executive officer. B BIRCH took up the challenge in May to spread the industry word to the racing and breeding world after serving an earlier ‘apprenticeship’ with the company. “ I was here before from 2001 until 2005 as a marketing assistant and started work under Joe Walls and subsequently Julia Walker (nee Naismith),” Birch said. He brings a wealth of experience to the position both practical and administrative and on a home and away basis. “ I worked for New Zealand Bloodstock in their marketing department as well and left in 2006 to complete the Darley Flying Start course and also worked for trainers and studs. I was with Tony Vasil in Melbourne and Herman Brown in Dubai and I’ve also had stints with auction houses at Keeneland inspecting yearlings and with Tattersalls, again inspecting yearlings for the October Sale.” Combine that with a spell as editor of Pacemaker and as marketing and sales manager for Jamie Railton Bloodstock in England, and he’s expertly qualified to trumpet the success of the New Zealand thoroughbred industry to a global audience. Originally from Taupo, Birch’s passion for the game was inherited from extended family and fuelled at an early age. “ I went to high school in Melbourne, where racing engulfed the city, so that only further added to my love of the industry.” Birch has now taken that passion for the industry to another level with his appointment at NZTM. “ It’s not difficult to promote a product that you believe in 100 per cent. We have an unparalleled environment in which to breed a horse here in New Zealand. People talk about Kentucky and Ireland, but they have vastly inferior breeding conditions to us and their overheads and cost of production are far higher.” Birch is also upbeat regarding the future of racing within New Zealand. “ There’s no question we need to be running for better stake money at fewer venues, but with prudent management, New Zealand racing could be as vibrant as anywhere. We have the horse flesh and a great talent pool of horse people, so with some tweaking from our racing administration – which is already underway - the future looks bright.” The NZTM team is a relatively new one with Birch assisted by marketing executives Tara Hughes and Ebonie MacLeod. Tara was appointed in 2010 following experience in the equine industry for the past seven years in a variety of roles. She has worked as a stable hand for local thoroughbred trainers Don Sellwood and Graham Thomas and has completed a yearling preparation for Cambridge’s Trelawney Stud. She has also worked for New Zealand’s racing broadcast team Trackside for the past six years. She graduated from the University of Waikato with a Bachelor of Communications Studies, with a double major of Marketing and Screen and Media Studies in 2009. Ebonie joined the NZTM line up this year and, after studying a Bachelor of Business in Marketing, Human Resource Management and Public Relations at Griffith University on the Gold Coast, she has spent the past nine years working in the racing industry. She started her career as a form analyst, then moved to Sydney where she worked in marketing roles with both Australian Associated Press and Iskander Racing and Breeding. Following a two and a half-year stint, she left Sydney to return home to Brisbane to take up the position of marketing and promotions manager at Queensland Racing. In late 2006 she began a four-year tenure with Darley Australia as a pedigree consultant. During this period she also spent time at Darley’s English base at Dalham Hall. A freelance marketing role followed with clients including Pat Carey Racing, Australian Thoroughbreds, Belhus Racing, Darley and Bluebloods. NZTM was established in 1997 with a mission to communicate and actively market, for the long term financial benefits of all stakeholders, the attributes of the New Zealand thoroughbred industry to clearly identified domestic and international markets. Supported by the New Zealand Thoroughbred Breeders’ Association, New Zealand Bloodstock Ltd and New Zealand Thoroughbred Racing, NZTM is an independent company with its own board and staff whose activities include: • Assisting people interested in buying New Zealand-bred thoroughbreds • Ongoing development of the NZ thoroughbred brand • Generic advertising • Market research • Integrated marketing campaigns & missions • Media liaison and communication. The current NZTM chairman is Bill Gianotti, with NZ Thoroughbred Racing’s Greg Purcell, Petrea Vela of NZ Bloodstock, NZ Thoroughbred Breeders’ Studmasters’ branch members Rodney Schick and Brent Gillovic and NZ Breeders’ Association representative John Thompson comprising the board. ■ Andrew Birch Tara Hughes Ebonie MacLeod
Feb 2011 Issue - Sale Previews
Magic Millions Gold Coast Yearling Preview 2012