Carli Lloyd Demand Spikes After WC Final Andy Murray Picky With Endorsements NBC Lands New Advertisers For Race Coverage Tennessee Unveils New Nike Uniforms New Balance Launches Global Campaign P.F. Chang's Out As Arizona Marathon Sponsor Mizzen+Main Growing Thanks To Athlete Customers Marketplace Roundup Chevy The Latest Daytona Rising Founding Partner Notre Dame Signs Licensing Deal With Fermata
SBD/March 30, 2011/Marketing and Sponsorship
MJC Creates "Kegasus" To Promote Preakness In Latest Controversial Ad Campaign
Published March 30, 2011
WHAT WILL THEY THINK OF NEXT? In Baltimore, Andy Green wrote under the header, "Maybe 'Get Your Preak On' Wasn't So Bad." The race's theme this year is "Be Legendary," which is "innocuous enough by itself, but truly bizarre when wrapped around the creation of a new character, Kegasus, a centaur supposedly born of Preaknesius, the made-up god of thoroughbred racing, and a diner waitress from Ellicott City named Shelly." Kegasus and the "Get Your Preak On" campaign "for better or worse ... show that the Jockey Club can be creative when it wants to be and can successfully reach out to a broad, younger demographic at least one time a year." Green: "If the owners of Maryland's tracks took the energy they've devoted to promoting the infield and chasing slot machines to marketing their core business, who knows what they might achieve?" (BALTIMORESUN.com, 3/29).