NEW YORK—Churchill Downs has hired independent marketing and communications firm Cramer-Krasselt to promote the racing, gaming and entertainment company’s signature event, the Kentucky Derby, as well as the Derby’s companion event, the Kentucky Oaks. Led by the firm’s public relations operation, the account will include development a brand identity and communications strategy for the Kentucky Derby and Kentucky Oaks that will broaden the reach and relevance of both brands.
According to Dave Tompkins, senior vice president of Churchill Downs: “Not only will C-K help us put in place a broader strategy to help promote horse racing’s premier events and introduce them to people not already familiar with our brands, but they will help us develop a common platform through which we can enhance and grow our licensing and corporate partnerships, as well as our outreach to media representatives around the world interested in the extravagant social scene, sports spectacle and diverse entertainment offerings that make up the Kentucky Derby experience.”
This is the first time Churchill Downs has hired a national marketing and communications firm with a specific focus on developing the Kentucky Derby and Kentucky Oaks brands. C-K’s New York office will handle the assignment, which will include a strong emphasis on public relations as well as integrated marketing and promotions.