Breeders' Cup

We positioned horse racing’s year-end Championships as the biggest event of the year for fans and non-fans alike.

Challenge

CTP needed to transcend horse racing to help Breeders’ Cup appeal to a broader audience, without alienating its most devoted fans.

Objectives

  • Elevate brand 
  • Increase handle 
  • Increase ticket sales

Human Spirit Insight

The Breeders’ Cup is the Super Bowl of horse racing. For real fans of horse racing, it is bigger than the Kentucky Derby and the other races of the Triple Crown. It is the culmination of the entire racing season, a two-day international event where celebrities gather, fans flock and champions are crowned. It’s not just one big race; it’s a luxurious, exhilarating state of mind that transcends the sport.

Unleashed

The Best Is Yet To Come: Our campaign captures an air of anticipation, while elevating the overall tone of the event. The Breeders’ Cup is not only the best horses, but the best parties, celebrities, and events. It’s the ideal event for racing fans and socialites alike.

Broadcast

An iconic song. The world’s most glamorous sporting event. It’s all enough to get your heart racing.

Bc work branding

Branding

Breaking with tradition, we developed brand guidelines and a revised logo that evoke both the excitement of horse racing and the lavishness of the event.

Bc print new

Print & Collateral

We traded the horse for a martini glass: our print ads and collateral amped up the glam.

Bc work website

Website

Combining a simple elegance with an immense wealth of content, we created the ultimate website experience on both desktop and mobile.

Public Relations

Media relations campaign focused on bringing the complete Breeders' Cup experience to life to a national audience.

Results

Champagne wishes and caviar dreams.

$12.6 million
increase in handle from 2012 to 2013
400% increase
in website views from 2012 to 2013
View All Work