VIRTUAL OWNERSHIP CONSUMER PROMOTION, TV COVERAGE, DEDICATED WEBSITE & ADS WILL PROMOTE CLASSIC DIVISION CHALLENGE RACES AND BREEDERS’ CUP CLASSIC
LEXINGTON, Ky. (July 6, 2011) – Building on 2011 record levels of consumer awareness for its flagship asset, the $5 million Breeders’ Cup Classic, the Breeders’ Cup is launching a series of marketing activities highlighting the Classic, Classic contenders and Breeders’ Cup Challenge (“Win And You’re In”) Classic division races, Breeders’ Cup announced today.
The campaign includes a racetrack-focused consumer promotion encouraging fans to “own” a share of the winners of Breeders’ Cup Classic Challenge races, expanded television coverage of those races, a dedicated web presence and social media campaign, and branding supporting the Breeders’ Cup Classic’s international prestige and its position as America’s richest race.
"This initiative to focus on the Classic is a product of our strategic planning and also an effort to build on the public attention that Zenyatta brought to last year’s event,” said Tom Ludt, Chairman of Breeders’ Cup Limited. “We want to promote the Breeders' Cup Classic to a broader audience of casual racing fans and give them tools to follow the top contenders from now through November.”