In a year that brought many challenges to the horse racing industry, CTP sought to position Breeders' Cup in front of an influential sports business audience as a leader helping to reshape both the industry and public perception. The resulting Forbes piece is a balanced look at the growth and challenges facing the
After CTP and the Breeders' Cup brought home the PR News Digital Award for "Digital Marketing Campaign," PR News featured the 2010 Breeders' Cup "Quest for Perfection" campaign as a case study in its January 23 issue.
“Which tactic in this campaign surpassed your expectations?”
That was one of the questions winners at the PRNews Digital Awards were asked to address in their brief acceptance speech. As I sat there trying not to throw up at the prospect of having to give an acceptance speech, my mind immediately went to what I would consider to have been our most (surprisingly) effective tactic from Zenyatta’s “Quest for Perfection Campaign” for Breeders’ Cup.
Horse racing has always been a part of the culture here at CTP. My partner Chip and I both manned the press box at Suffolk Downs early in our careers, and we’ve done campaigns over the past 15 years for some of the sport’s grandest events, including the Kentucky Derby, Breeders’ Cup and Massachusetts Handicap.