The “Get Your Preak On” media campaign for this year's Preakness has prompted some spirited debate since its launch more than eight weeks ago
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Maryland racing has suffered scrutiny over the past several years, especially after the Maryland Jockey Club (MJC) instituted changes to its “bring your own beverage” policy at the Preakness event. The Get Your Preak On campaign was designed to recapture the enthusiasm that has surrounded the Preakness Stakes for 135 years and counter fears that policy changes would dampen the party atmosphere.
“The challenge was to develop a campaign that had the power to bring the fun back to the Preakness brand and in particular, to reinvigorate the 2010 InfieldFest,” explained Jim Learned, president and managing director of Washington, DC-based ad agency Elevation.
Strategically, Learned said, the campaign was born of the notion that the InfieldFest, even with its policy changes, is still an unforgettable experience. The campaign targets a younger demographic; a crowd, that in many cases, is as much or more interested in the bands, activities and festival atmosphere than in the races themselves.
“When we encourage people to Get Their Preak On,” explained Mike Martin, Elevation’s creative director, “it's simply an invitation to join the party…our intention was to leave the campaign open to interpretation. It’s certainly no surprise that some people may find the tongue-in-cheek phrase controversial and its executions touched with innuendo. At the end of the day, the campaign means something different to everyone and if people want to read more into it, all the better,” Martin said.
“The Get Your Preak On campaign was just the shot of adrenaline we were looking for,” said Tom Chuckas, president of the MJC. “It’s gotten people around Baltimore talking about the Preakness again. Even if people try to misconstrue the meaning behind the campaign’s creative approach, there’s no disputing it reminds everyone what an important event it is for Maryland.”
In a recent Trot Blog post, SC's Jeff Porchak discusses his thoughts on how harness racing should consider edgier and sexier marketing campaigns like "Get Your Preak On." To read Porchak's blog post, click here.
(with files from NTRA)