AutoNation Sponsors Bowl Game In Orlando Postseason Runs By O's, Nats Spark Ad Sales For MASN Mississippi State Licensing Infringement Rises Coaches Talk How Brands Impact Recruiting Marketplace Roundup McGladrey Extends PGA Tour Deal Nike Forecasts Growth In Sale Of Women's Apparel Panini Signs Exclusive Deals With Three Schools Nivea Men Signs As FXFL Sponsor Davis' Chevy Ad Continues To Draw Attention
Upcoming Conferences and Events
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).