
As the anticipation for the 150th running of the Kentucky Derby builds, independent creative ad agency Two by Four and Churchill Downs Racetrack join forces to launch a breathtaking campaign that pays homage to this legendary event and its enduring legacy.
For 150 remarkable years, the Kentucky Derby has captured the hearts of millions worldwide, delivering the “Most Exciting Two Minutes in Sports.”
On May 4, 2024, the 150th Running of the Kentucky Derby promises an experience of a lifetime, inviting all to partake in this iconic celebration. Tickets will be available for public sale on November 17, 2023, offering a chance to become a part of history.
Two by Four has had the honor of designing the 150th running of the Kentucky Derby logo and crafting various ad, creative and marketing assets for this momentous occasion at Churchill Downs Racetrack.
The 150th running of the Kentucky Derby Creative and Media Campaigns are designed to inspire awareness and drive ticket sales among U.S. and international audiences.
Media elements integral to the campaign encompass:
· 150th running of the Kentucky Derby and Kentucky Oaks Logos: Together with brand guidelines and patterns, these logos serve as the visual identity of the 150th running of the Kentucky Derby.
· Derby150.com Landing Page / KentuckyDerby.com Website Relaunch: Revamping a website that is over 20 years old is not an easy task. The new website includes a completely different CMS to enhance the UX allowing for a better user experience.
· Print Ads: Featuring full-page and spread advertisements to engage a luxury audience via publications like JetSet, Elite Traveler, Robb Report and Luxury Magazine.
· Paid Social Campaigns: Targeting the U.S. and expanding to reach new, international audiences with a combination of engaging static, animated and video ads.
· International Influencer Partnerships: Building on a 2023 International Influencer campaign that featured representatives from England, Ireland, Australia, and France, influencers will continue to play a pivotal role in capturing and sharing the essence of this historic event.
“As we commemorate the 150th anniversary of the Kentucky Derby, we’re not just celebrating history; we’re shaping its future,” stated Casey Ramage, VP of Marketing & Partnerships, Churchill Downs. “This campaign is a testament to our commitment to both our loyal fans and a new generation of enthusiasts, inviting them to be part of an iconic moment in sports history.”
“We are honored to be part of such a historic celebration and have the opportunity to develop the 150th Kentucky Derby visual identity and creative campaign,” stated Adam Von Ohlen, Chief Creative Officer, Two by Four. “It’s not just about showcasing the legacy of Churchill Downs and the Kentucky Derby but also about crafting a vision for the next 150 years of this remarkable event.”
Creative Credits
Client: Churchill Downs
Campaign Title: Churchill Downs & The 150th Kentucky Derby
Agency: Two by Four
Agency Location: Chicago / Nashville / San Francisco
Chief Creative Officer: Adam Von Ohlen
Creative Director: Brad DeMarea
Executive Creative Director: Bill Lindsey
Copywriters: Nicole Mullins, Aaron Bonsignore
Producer/s: Annie Tsikretsis, Amanda Dunal
Senior Designer: Erika Park
Account Team: Amy Partipilo, Allegra Sunday
Media Team: Jessica Romaniuk, Kaitlyn Collins
Churchill Downs Racetrack Team: Casey Ramage, Emily Shepard, Michelle Walkup, Matthew Noskow, Will Tougher, Hayley Armstrong
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