HRTV wanted Americaneagle.com to design a new look and feel for their current website. While the Horse Racing component continues to make up a large portion of their business, there was a desire to highlight other equine sports offerings on the channel, including both western and British shows. HRTV wanted to convey the idea that they are the channel for all equine sports, not just horse racing.
In addition, HRTV planned to use the website redesign to brand and position HRTV.com as the destination online video platform for sports involving horses (racing and other English and western equestrian disciplines). The new site would also drive revenue through subscriptions to HRTV.com through engagement strategies, including providing news and information, breadth, quantity and exclusivity of content, social integration, ease of use, and world-class customer service while being cooperative with and supportive of HRTV’s broadcast signal.