Based on the timeless pop classic of the same name, the Breeders’ Cup on
Tuesday 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.
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. A
:60 spot for the campaign can be found here: http://www.breederscup.com/gallery/best-yet-come-breeders-cup-santa-anit…
“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, California, November 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 at 8
p.m. (EST). 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.
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