STRATEGY & EXECUTION
Gremillion & Pou applied a two-prone approach by incorporating research metrics of both demographic and psychographic characteristics, and by talking with local players and employees about how they view the racetrack. After comparing the two approaches, the overlapping themes allowed the Creative team to focus and target its creative concepts. The final concept’s tone accentuates the very moment between potential and kinetic energy that mirrors the excitement of horse racing: the pageantry, the call to post, the gate and the win. The visual elements incorporate the colors and graphic features associated to contemporary-retro-chic. Chic visuals were designed to capitalize on horse racing’s nostalgia to attract the younger audience.
Sunland Park started running the initial deliverables several months ago. For example, the visitation for the 2015 Sunland Derby, the property’s annual marquee horse racing event, posted a record-breaking crowd of 19,081 fans. The property continues to post double-digit, year-over-year growth since the implementation of its refreshed creative.