Breeders’ Cup unveils ‘Best is Yet to Come’ ad campaign
Based on the timeless pop classic of the same name, the Breeders’ Cup today unveiled its new brand campaign, “The Best is Yet to Come,” set to launch across all Breeders’ Cup marketing platforms. The new, world-class brand campaign includes a logo, tagline and creative executions that will be implemented across web and digital channels, as well as out-of-home, event marketing, print, television and radio. To view the campaign executions, click here.
The new campaign is built around the classic song “The Best is Yet to Come,” made famous by legends such as Tony Bennett, Frank Sinatra and, most recently, Michael Buble. The Breeders’ Cup had Grammy award winning jazz artist Kurt Elling record a special version of the song to be used throughout campaign materials. Breeders’ Cup is planning for a live performance of the song at this year’s event.
“As we looked at new approaches to reinvigorate the Breeders’ Cup brand and expand our audience reach, this song worked so well on a number of levels—the timeless nature of the theme, the way it lends itself to our championship event and the positive aspiration of the lyrics,” said Craig Fravel, President and CEO of Breeders’ Cup. “As excitement builds throughout the racing calendar, ‘The Best is Yet to Come’ says to us what racing is all about from the birth of a new foal, the drama of the auction ring to the finish line of the Breeders’ Cup Classic.”
“The Best is Yet to Come” will launch with online and email advertising in the coming weeks. A complete media campaign will launch in Southern California in the months leading up to the event. The campaign is also fully integrated into the new www.BreedersCup.com, which launched earlier this month. The new website was designed to better reflect and communicate the brand positioning, as well as to improve the online user experience. The site also features an enhanced and streamlined online ticket purchasing process that includes interactive seat maps, photos from all seating areas and an online customer service chat tool.
The campaign was created by Boston-based advertising and public relations agency Conover Tuttle Pace, the Breeders’ Cup’s agency of record since 2006. Watch the :60 ad for the campaign here:
“The song just speaks so well to everything the Breeders’ Cup is about. The momentum of the racing season, the romance and prestige of the event experience, the Challenge series, the nomination process, the World Championship races—it all lends itself to the promise of ‘The Best is Yet to Come,’” said Grant Pace, Executive Creative Director at Conover Tuttle Pace. “We really tried to bring that that to life in every element of the campaign.”
The 29th running of the Breeders’ Cup World Championships will be held at Santa Anita Park in Arcadia, Calif. Nov. 2 and 3, and will air on NBC and the NBC Sports Network in the first year of a new multi-year media rights partnership. The nine and a half hours of Breeders’ Cup coverage includes the first-ever running of the $5 million Breeders’ Cup Classic in primetime on Saturday, November 3 at 8 p.m. ET. NBC was the previous home to the Breeders’ Cup from its inception in 1984 through 2005.
Tickets for the World Championships go on sale to the general public on Monday, June 4 and can be purchased by calling 877-TIX-4CUP or online at www.BreedersCup.com/tickets.