Celebrating world-class racing.
How we’ve kept tradition alive and well in the Bluegrass.
What we did
Art Direction and Design
Mobile App Development
Integrated Media Strategy
Integrated Media Planning and Buying
What Augusta is to golf and Wimbledon is to tennis, Keeneland is to Thoroughbred racing. Located in a National Historic Landmark, and only twice a year conducting “racing as it was meant to be,” it is one of America’s most colorful and unique sporting experiences. People are attracted to Keeneland for many reasons, but at its core is having good times with good friends in a one-of-a-kind atmosphere. Because Keeneland is about sharing experiences, embracing time-honored traditions (including making a few bets) and a sense of community that is a day of Thoroughbred racing.
Keeneland races only three weeks each April and October. And their audience is diverse – in both age and geographic locale. While the locals provide the bulk of attendees, Keeneland also attracts fans from across the country. By understanding the allure for this broad fan base, we have built marketing programs that appeal to the racing purist as well as the more casual fan looking for shared social experiences – including wagering. Also, with our help, Keeneland has built an impressive list of national sponsorships that both position the meet and create excitement on their own.
Building a sense of specialness and urgency is important. But those are supporting factors behind a powerful allure into a world-class sporting venue. Using colorful visuals that draw on the emotional “can’t miss out” aspect of Keeneland, we tell the story to longtime fans and first-time racegoers via a compelling multi-media campaign. Combining both traditional and digital media to reach our diverse audiences are at the core of our media plan. Traditional delivers powerful larger-than-life visuals, while digital allows us a broader platform to communicate promotional messages and encourage social sharing. And the results speak for themselves, as Keeneland continually sets and breaks business records each year.
Jessica Vincent, VP, Director of Brand Strategy
“In the past, race meet campaigns had always been measured in attendance. So we wanted to challenge Keeneland to think outside of what they’ve always done and challenge ourselves to dig into other opportunities, to understand our potential with certain segments of consumers. We were not only able to create a unified and consistent campaign, we were able to become focused on where we were spending our money and talking to a particular segment of a very wide audience to get them to do three things: come to Keeneland, bring friends and spend money while there. And then building on that core strategy, we’ve identified opportunities to be more efficient when targeting more expensive outer markets as well.”