The Impact Needed
The Breeders’ Cup World Championships is the crown jewel of horse racing—but many casual fans didn’t even know it was on TV. To change that, CTP launched a fully integrated, multi-year campaign aimed at shifting awareness, perception, and behavior. We focused on reaching occasional fans with bold, emotional storytelling across TV, digital, and social, reframing the Breeders’ Cup as a can’t-miss, world-class event. The result: not just higher viewership, but a deeper connection to the brand that turned spectators into loyal followers.
The Story We Told
The Difference It Made
Increased brand awareness, perception, and fan advocacy across all segments
0
b+
total impressions across platforms
0
M
new viewers on NBC
0
M
new website users
0
%
event viewers on X
