This weekend is the biggest day of the year in our city, The Kentucky Derby! The Derby is more than just a horse race; It is a tradition embedded into Louisville in nearly every aspect, including marketing. The marketing of the Kentucky Derby has continued to grow and evolve over the past 151 years, creating a branding legacy. The evolution of the marketing of the Kentucky Derby showcases how advertising can keep an event, and a business, alive.
A Yearly Tradition
The Kentucky Derby began in 1875 as a simple horse race. In this day and age, the Derby is more than just a horse race—It’s also a fashion show, a celebrity event, and a community celebration.
The fashion of the Kentucky Derby is one of its most well-known aspects. Celebrities and locals alike search for months to find the perfect dress, gloves, and hat. The highlight of spring fashion and florals, the beauty of the Kentucky Derby’s fashion attracts attention from across the globe. The Derby is also the largest influx of tourism in the state. This isn’t only bringing locals from across Kentucky; Celebrities and influencers also join in on the fun. The fashion and celebrity status of the Kentucky Derby has allowed this once simple horse race to become a status symbol.
Building a Branding Legacy
The branding of the Kentucky Derby is a largely contributing factor to its continued success. While each year the design and colors of the Derby assets change, the character and overall feel of the campaign remains the same. Every Derby, a new customized logo is released, allowing for innovation each year. This may seem like a simple addition, but it allows for evolution in every aspect to adhere to each year’s logo updates.
The Evolution of Advertising the Kentucky Derby
The Kentucky Derby’s marketing has continued to evolve along with the industry, and technology. In the 1950’s, the invention of television grew the Derby’s audience across the country. The internet brought an entirely new wave of promotions to the Kentucky Derby, including influencers and celebrities. These high- profile individuals are often utilized as ambassadors for various brands, including the Derby itself. In 2004, the Kentucky Derby began to allow jockeys to wear logos on their clothing. This allowed businesses a brand new avenue to join in on the Derby fun, and promotions. While the marketing of this iconic event may change, the race itself remains the same, and will continue for years to come—It remains the most popular horse race in the world.
Media Venue is Here to Help
Whether you’re team is preparing for a huge event like Derby, or you’re just looking for help with your everyday marketing, Media Venue team is here to help. Contact us today to learn more about our team, our services, and how we can best serve your business.
