SBD/March 27, 2012/Marketing and Sponsorship

Maryland Jockey Club Brings Kegasus Back For Preakness, Introduces UniCarl

Kegasus will make appearances at various events across Baltimore and DC
The Maryland Jockey Club announced yesterday that Kegasus, “the tweeting centaur, would return as the official mascot of the Preakness Infield,” according to Erik Maza of the Baltimore SUN. The mascot will be “making his grand appearance March 30 at Pimlico Race Track and later at the Orioles' Opening Day April 6.” This year he will “also have a side-kick: UniCarl, a half-man, half-unicorn.” Bringing the Kegasus character back “was a logical step” as it “gives the principals a strategy that has already delivered.” Maryland Jockey Club President & COO Tom Chuckas “credits Kegasus with helping ticket sales last year” (BALTIMORESUN.com, 3/26). In Baltimore, Ryan Sharrow reported Kegasus will be in "television, radio, outdoor advertising and online marketing campaigns.” The mascot will “make appearances at various events” across Baltimore and DC. Kegasus “did not appear in DC last year.” For the “third straight year, the Preakness campaign was developed by Washington, D.C.-based Elevation Ltd.” The agency created the “controversial slogan ‘Get your Preak on’ for the 2010 event” (BIZJOURNALS.com, 3/26).

STAY CLASSY, BALTIMORE: In Baltimore, Kevin Cowherd wrote under the header, “Kegasus To Mortify Preakness Race-Goers Again.” Cowherd: “Nice to see the MJC take the high road in its ad campaign -- again. Classy way to sell the fabled middle jewel of racing’s Triple Crown” (BALTIMORESUN.com, 3/26).
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