Case Studies

Junior League Horse Show

In 2009, Meridian-Chiles was selected by the Junior League of Lexington to handle all marketing and public relations of the 73rd Annual Junior League Charity Horse Show. The goals were to increase awareness and attendance of this event, which funds many of the Junior League of Lexington's philanthropic efforts, as well as to establish a more cohesive look to the event.

Meridian-Chiles created a unified look that was carried out in all print marketing - including tickets, "free form" newspaper ads, outdoor advertising, event program, posters and parking passes. The television commercials also reflected to the cohesive look of the print materials. On a very special note, Kentuckian Nick Clooney was a welcome addition, as he graciously donated his time and talents by providing the voice-overs for television and radio commercials.

As a result of Meridian-Chiles' media-buying power, the public service campaign was able to make a real impact, as the local media provided matching schedules of "no charge commercials" for each one purchased.

A dedicated public relations campaign ensured media coverage prior to and throughout the event. In addition to contacting the Central Kentucky media, materials were sent throughout Kentucky, Ohio and Tennessee, as well as national and international media outlets.

RESULTS

The final results have yet to be tabulated, but the community buzz has been great and pre-event ticket sales are strong. The combination of great design, innovative marketing and building a cohesive look has helped rebrand the Junior League of Lexington's Horse Show into a "can't miss" event.