MassMutual will be "taking over Churchill Downs" during this year's Kentucky Derby with a series of 20 miniature displays during both The Oaks on Friday and the Derby itself on Saturday, according to Erik Oster of ADWEEK. The miniatures, created by Johannes Leonardo, N.Y., will be "placed around key areas of the grounds, such as roof beams and the infield." MassMutual Head of Branding & Advertising Jennifer Halloran said the campaign illustrates the company's "belief that small acts of mutuality can make a big difference for your financial future." She added that the brand "wanted to 'surprise and delight' Derby-goers in a way that pays homage to the history of the event as MassMutual celebrates its second year as a Kentucky Derby partner." Oster noted the campaign "takes inspiration from the one item more ubiquitous at the event than oversized hats and mint juleps: the binoculars attendees use to get a closer look at the action on the track" (ADWEEK.com, 4/29).
NATURAL FIT: Kentucky-based accounting firm Dean Dorton Allen Ford will sponsor Derby entrant Tax in "all three races of the Triple Crown." The sponsorship came about when Reeves Thoroughbred Racing co-Founder Patti Reeves "reconnected with her friend," Dean Dorton Administrative Assistant Donna Logsdon. Reeves "learned of Logsdon's career at an accounting firm, and the sponsorship opportunity came from their connection." Dean Dorton's logo will be "featured prominently on jockey Junior Alvarado's pants, silks and boots while riding Tax" (ACCOUNTINGTODAY.com, 4/29).
