Pace Polo for Heart is giving Torontonians the heads up. The international charity polo tournament has launched a new integrated campaign that promotes its annual three-day fundraising festival.

Print, posters, direct mail, outdoor and banners running throughout the GTA, use the headline “Guess who’s coming to Polo” along with images that hint at famous people who might attend a polo tournament. A sunglasses-wearing chihuahua is reminiscent of Paris Hilton’s famous canine accessory, while the tiara-wearing female could be mistaken for Queen Elizabeth.

“It’s sort of a bit of a tease...and makes it this sort of mysterious event that you have to go to,” said Rob Worling, creative director at Larter Marketing and Communications, the Aurora, Ont.-based agency behind the effort.

The sub-head answers: “Royalty? Celebs? Your next door neighbour?”

“Come and watch the sport of Kings, do the pretty woman thing, and have the most fun you’ve had outdoors in a long time,” the body copy states.

The effort is aimed at a “slightly younger audience” and intends to refute any notions that Polo is an exclusive event, said Worling.

“Traditionally you would go out with a classic sort of polo branded material—it looks likes Polo and it feels like Polo,” he said. “This year we wanted to break that mold and shake it up a little bit and appeal to people who haven’t looked at Polo before as something they might go to.”

The agency recently sent e-mail blasts which allowed recipients to click through to PoloForHeart.org where they could purchase tickets or make a donation.

Larter is currently developing radio and TV ads, said Worling.

“This year we are looking to bring new people to the sport of Polo,” said Sheila Clark, co-chair of Pace Polo for Heart, in a release.

The annual event has raised over $4 million for the heart and stroke related charities since it first launched 30 years ago.

“Ultimately our goal is raise more money for a very important cause and show people how much fun a polo match can be in the process.”

The Pace Polo for Heart will be held at the Gormley Polo Centre in Markham June 19-21.