Cornett Testimonials

“In the past, race meet campaigns had always been measured in attendance. So we wanted to challenge Keeneland to think outside of what they’ve always done and challenge ourselves to dig into other opportunities, to understand our potential with certain segments of consumers. We were not only able to create a unified and consistent campaign, we were able to become focused on where we were spending our money and talking to a particular segment of a very wide audience to get them to do three things: come to Keeneland, bring friends and spend money while there. And then building on that core strategy, we’ve identified opportunities to be more efficient when targeting more expensive outer markets as well.”

“We’ve always tried to do everything we can to show that Keeneland is the leading Thoroughbred auction house in the world—and to back it up with facts. They consistently have more graded stakes winners that any other sales company combined. So we’ve proven that over and over again, because that’s a powerful message if you’re selling a horse or if you’re buying a horse. There are only about 5,000 or less people who make decisions in Thoroughbred commerce, so we’ve been able to narrow in with very direct communications, as well as some digital and traditional advertising that has been very effective over the years.”