Big names, big numbers, and the big sounds of the Keeneland Sales auctioneer.
Brand Positioning & Strategy  
Paid Media Campaign


Keeneland Sales, the world renowned equine auction house, has a proven track record of achieving excellent business results for its customers, but because of the fast-paced nature of the industry, we needed to remind horsemen and women of the big moments that happen in the Keeneland Sales ring. 

Additionally, Keeneland Sales is a pivotal economic driver in the local community, but many Keeneland Racing fans are unaware of Keeneland Sales and its position in the industry and importance to the region. 

‘Sold at Keeneland’ is a campaign to amplify three areas Keeneland can confidently own: big names, big numbers, and the big sounds of an auctioneer.