• by Fern Siegel , November 1, 2023

The Kentucky Derby turns 150 next year. But the tributes have already begun.

Creative ad agency Two by Four and Churchill Downs Racetrack have partnered on a new campaign to promote the 150th anniversary. It begins this week and rolls out over the next six months.

The cross-media push will drive awareness and ticket sales for the racing event both here and abroad. This legendary 1 1/4-mile race for 3-year-olds is the longest continually held major sporting event in North America. It marks the first leg of horse racing's Triple Crown series.

Campaign elements include logos of the Kentucky Derby and Kentucky Oaks to give the event a strong visual identity. There is also the Derby150.com landing page and KentuckyDerby.com site relaunch for fans interested in the horses, expert picks, history and retail items.

Print ads will appear in various upscale publications, such as JetSet, Elite Traveler, Robb Report and Luxury. Paid social campaigns include display, animated and video ads, while global influencer partnerships from England, Ireland, Australia and France will promote this historic event.

“As we commemorate the 150th anniversary of the Kentucky Derby, we’re not just celebrating history; we're shaping its future,” stated Casey Ramage, vice president, marketing and partnerships, Churchill Downs. “This campaign is a testament to our commitment to both our loyal fans and a new generation of enthusiasts, inviting them to be part of an iconic moment in sports history."

The $3 million Kentucky Derby takes place on the first Saturday in May at historic Churchill Downs Racetrack in Louisville, Kentucky, home of the Derby since 1875.

The 150th Kentucky Derby is scheduled for May 4, 2024. Tickets go on sale Nov. 17.

Two by Four has offices in Chicago, San Francisco and Nashville. Client work includes Timbertech, Wrangler, Bernina and Firestone.