The club plans to put a new marketing strategy in place after finding that older men represented a disproportionately high number of those attending race days.
"We want to attract yuppies and certainly more ladies, said its manager for corporate communications, Tan Seck Geok.
BBDO, which beat J. Walter Thompson and Saatchi & Saatchi in the shootout, has been tasked to improve the image of the sport and increase attendance by promoting race days as a social occasion and an opportunity for people to party with friends, said Tan.
She said it was important for racing to attract new groups of people - particularly 24-35 year olds - because the sport had to overcome the problem of having an ageing demographic of traditional race-goers.
Normal race days attract about 18,000 people, while major race events such as the Emirates Singapore Derby pull in an estimated 22,000.
Helping the Turf Club's move is the green light given by the Singapore Broadcasting Authority for Singapore Cable Vision and ChannelNews Asia to increase their coverage of horse-racing.
