Destination Europe, the strategic alliance formed in 2014 between the French Racing and Breeding Committee (FRBC), Great British Racing International (GBRI), Irish Thoroughbred Marketing (ITM), the European Breeders’ Fund (EBF) and German Thoroughbred Marketing (GTM), has appointed Alix Choppin as its marketing manager and co-ordinator.
The initiative proved highly successful in its first year, with a record number of American buyers attending bloodstock sales in France, Ireland and the UK among its most notable achievements. On the back of such a flying start, the founding members decided to put even more energy into the project by having a dedicated resource to build and develop it further. Choppin’s role will be to devise and implement a communication, marketing and PR strategy aimed at enhancing the global appeal of European racing and breeding, as well as increasing international participation at Europe’s racing festivals and sales.
Choppin, 32, has worked as head of communication at Arqana for several years, having previously gained experience with the FRBC, Barnes Thompson Ltd and Weatherbys. She will continue to occupy roles with the French think-tank Generation Galop and renowned US publication Thoroughbred Daily News (TDN), in addition to Destination Europe. She stated: “I am very excited to be joining the dynamic, forward-thinking project that is Destination Europe. I am a great believer in the virtues of unity and think that together, the racing nations of Europe have a fantastic story to tell to the world.”
Kerry Murphy, CEO of the European Breeders’ Fund, commentated on the appointment: “We are delighted that Alix is joining us, as she has all the necessary skills and expertise to drive Destination Europe forward. I think this initiative can really make a difference in growing global awareness of the attractiveness and integrity of European racing, as well as of the outstanding quality of our bloodstock.”
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