case studies
Del Mar Racetrack
click to view portfolio work“We've enjoyed a long relationship with BG and they are an intricate part of our marketing mix. We look to them to keep us fresh, on target and and reaching our goals.”- Craig Dado, Senior VP of Marketing
challenge:
In an industry that’s in serious decline with multiple tracks closing and severely reduced betting, make Del Mar Racetrack an increasing success and national summertime destination.
strategy:
Create a pervasive sporting attraction public relations campaign using all forms of media – including online, print, and broadcast – that saturates national and local markets during Del Mar’s July to September horseracing season. Focus on the coveted twenty to thirty-something audience and create a buzz within media that have never covered Del Mar before. In addition to the PR effort, create a social media focused website, delmarscene.com, that reinforces the racetrack’s non-sporting “Cool As Ever” brand and lifestyle.
results:
Unprecedented media coverage. Highlights include: features in HBO’s Entourage, ABC’s Bachelor, Bravo’s Real Housewives of OC; covers of San Diego Magazine, 944, Riviera and Ranch & Coast; stories in Vanity Fair, Stuff, Maxim, Alaska Airlines Magazine, Delta Horizons, SKY, The Los Angeles Times, Playboy and many more.
Del Mar Racetrack’s 2010 Opening Day crowd of 45,309 shattered attendance records and visitors continued coming to maintain a record 17,000 people per day average over the track’s seven-week meet.
