Case Studies

The Breeders’ Cup World Championships is the defining international event in horse racing and the richest in sports, with more than $25 million in purses. It showcases the top thoroughbred horses in the world in 15 races over two days, culminating with the $5 million Breeders’ Cup Classic. While horse racing continues to have a dedicated following, overall interest dropped significantly in recent years. That means success is tied to how well the Breeders’ Cup can attract and engage mainstream audiences.

Insight

When historic Churchill Downs hosted the Breeders’ Cup in 2010 it was a boon for the hardcore horse racing fan. But it presented a challenge in cultivating mainstream awareness.  The previous two years the event was run at Santa Anita, where the proximity to Hollywood allowed us to engage celebrities. We took a similar approach in this version with a different kind of celebrity: an undefeated 6-year-old mare with rock star roots and a history of beating the boys.

Solution

To capitalize on the popularity of undefeated fan favorite Zenyatta and introduce a new angle to sports fans, CTP focused on compelling storytelling through the integrated “Quest for Perfection” campaign. The campaign, which was established to drive attention to the Breeders' Cup's marquee race, The Classic, used media relations, interactive, social media, traditional advertising, consumer promotions and local events.

A robust media relations campaign kicked off the day Zenyatta won her 19th race in a row and we activated her “Team” as spokespeople. Advertising supported the messaging around Zenyatta’s quest, with a media campaign that included a heavy local push to help sell tickets. To generate interest and viewership for the prime-time broadcast, we utilized national horse racing and general sports properties like ESPN, The New York Times, and USA Today. CTP developed a microsite dedicated to all things Zenyatta, managed a dedicated Twitter feed for the thoroughbred star and launched a viral video of Zenyatta racing against famed Secretariat. We also used a robust database marketing e-mail program that allowed Breeders’ Cup to talk with consumers directly about the event and provide them with key information on all of the horses participating.

Results

Our “Quest for Perfection” resulted in the most successful Breeders’ Cup event of all time. Our campaign garnered a number of awards and, most importantly, captured the hearts of Americans and helped to drive the awareness of the Breeders’ Cup to a new level.  The results represent all-time highs for the Breeders’ Cup event over its 27-year history.