The 151st Kentucky Derby

Challenge: After breaking attendance and engagement records in last year’s 150th Kentucky Derby, we were challenged with reaching new, younger and international audiences while deepening connections with existing fans.. We sought to tell modern stories through coverage in traditional and new media outlets—leveraging traditions to elevate the culture of the Derby while honoring its rich history, and showcasing the one-of-a-kind fan experiences that define the unique experience that is the Kentucky Derby  making it a sought-after collaboration for brands and bucket list event for consumers.​
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Approach:​

• Provide unique and exclusive experiences for media in advance of Derby week and on-site throughout the event  
• Reach new audiences through social-first storytelling highlighting the many elements of the Kentucky Derby – from food and drink, fashion, sponsors and fan experiences to celebrities and the red carpet ​
• Leverage Churchill Downs Racetrack spokespeople to amplify coverage with rich, authentic storytelling.  

Impact:​

• Highest television ratings since 1989 

• Secured 431original online, podcast, print and broadcast placements in top-tier national and international outlets (73% increase YoY), with 468 additional pieces of pickup, and 100% positive sentiment 

• 209 standalone social posts featuring KD151 from national and local media outlets 

• Churchill Downs reported an all-time high betting record in both placed bets and handle 

• Drove media attention for  21 diverse brand partners  

• Secured feature story placements in priority outlets in  two key international markets – Japan and the UK 

• Forged meaningful relationships with top national media, resulting in outlets like New York Times (32), Rolling Stone (10), Front Office Sports (61), Yahoo! Sports (77) and People (45) all publishing double-digital count volume of coverage across their outlets’ platforms