Jockey Club hopes Preakness 2011 will ‘Be Legendary’
By Matt Vensel (The Baltimore Sun, 3/29/2011)
A year after the Maryland Jockey Club encouraged Baltimore to get its “Preak” on with a feather-ruffling advertising campaign for last year’s Preakness party, event organizers are turning to a spokes-centaur named “Kegasus” to generate interest in the 2011 Preakness InfieldFest, which is May 21 at Pimlico Race Course.
The Maryland Jockey Club announced today in a press release the launch of this year’s InfieldFest campaign, “The Legend of Kegasus,” which centers on a mythical creature that is half-horse and half-man — and a full-on “party manimal,” according to the release. Kegasus will be the voice of the campaign in all advertisements for television, radio and on the Internet, including YouTube and Twitter (www.twitter.com/allhailkegasus).
“In order to reach our highly targeted younger demographic, we have realized we need to go where they go and do what they do,” MJC president Tom Chuckas said in the release. “By launching a robust social media presence and appearing at downtown bars, Kegasus will have the opportunity to interact directly with his fans and get them excited about this year’s InfieldFest.”
Because nothing gets horse racing fans and party-goers excited like a shirtless guy in half of a horse costume.
Continue reading “Jockey Club hopes Preakness 2011 will ‘Be Legendary'” at The Baltimore Sun.
Putting A New, Strange Face On Preakness
The choice of ‘Kegasus,’ a partying centaur, as the mascot for the race raises eyebrows — and questions
By Jill Rosen (The Baltimore Sun, 3/29/2011)
Half-man, half-horse and altogether drunk, the Preakness’ newest pitchman, introduced Tuesday, is a “party manimal” with one job: reassuring young people that this year’s infield festivities will indeed be rowdy, raunchy and booze-soaked.
Kegasus, a centaur with a nipple ring, body hair and ample beer gut, is the centerpiece of the new ad campaign for Maryland’s leg of the Triple Crown. Starting this week, he’ll be spreading his hard-partying message on television, radio and social media outlets that cater to the 21- to 40-year-olds the race hopes to reach.
Only hours old, the campaign was already garnering criticism Tuesday for being tasteless and encouraging binge drinking. Jason Loviglio, director of media and communications studies at the University of Maryland, Baltimore County, declared it “awful,” “depressing” and “sad,” but also predicted it would be quite effective.
“If the goal is to let them know they will be able to drink to excess, it does communicate that,” he said. “If there’s confusion about whether they’ll be able to pursue sunstroke and alcohol poisoning, seeing this, it’s clear indication that yes, they will.”
Continue reading “Putting A New, Strange Face On Preakness'” at The Baltimore Sun.
Kegasus Press Release
MARYLAND JOCKEY CLUB LAUNCHES 2011 INFIELDFEST ADVERTISING CAMPAIGN
MJC urges fans to “Be Legendary” at Preakness InfieldFest
Baltimore, MD (Tuesday, March 29, 2011) —The Maryland Jockey Club (MJC) today launched the 2011 Preakness InfieldFest campaign, “The Legend of Kegasus”. Kegasus is the Lord of the InfieldFest and a modern twist on a mythical centaur. Serving as the voice and personality for all advertisements, Kegasus can be found in all of the campaign’s components to include television, radio, out-of-home and web.
“We are excited to be launching this campaign and look forward to watching this image grow throughout the course of its eight-week run,” Tom Chuckas, Maryland Jockey Club president said. “Kegasus speaks directly to our InfieldFest demographic with his no-nonsense personality and total embodiment of a good time.”
The 136th running of the $1 million Preakness® Stakes (Grade I), the middle jewel of the Triple Crown, is May 21 at Pimlico Race Course.
The InfieldFest party at The Preakness Stakes is legendary and continues to grow. The Maryland Jockey Club aims to spark added interest by empowering a legendary centaur – half horse, half man – as the campaign’s spokesperson. The humorous nature of the advertisements and their inclusive message are just two of the many added bonuses.
The MJC also anticipates this party “manimal” to come to life outside of traditional media. Kegasus will be appearing at various grassroots events around Baltimore leading up to the Preakness. He will be making his in-person debut at pregame festivities for the Baltimore Orioles home opener on Monday, April 4. He will also be posting web videos to his own YouTube channel, and yes, Kegasus even tweets.
“In order to reach our highly targeted younger demographic, we have realized we need to go where they go and do what they do,” Chuckas added. “By launching a robust social media presence and appearing at downtown bars, Kegasus will have the opportunity to interact directly with his fans and get them excited about this year’s InfieldFest – the premier celebration in the Mid-Atlantic region.”
Earlier this month it was announced that Grammy Award Winning artists Bruno Mars and Train were to headline the InfieldFest concert, with Phil Vassar, Puddle of Mudd and local favorites Mr. Greengenes on the Jägermeister stage. The popular MUG Club returns, offering fans a bottomless mug all day long for one all-inclusive price.
For the second consecutive year, the MJC has tapped Elevation, Ltd. to develop and execute its InfieldFest advertising campaign. “We are honored to once again work hand-in-hand with the Maryland Jockey Club to create a campaign that galvanizes our target audience and brings excitement to this legendary event,” Jim Learned, president of Elevation said.
Preakness Infield Fest Bikini Girls
Apparently there’s only one way to sell *anything* in the new millennium … even the venerable sport of kings.