EEI - Rolex Kentucky Three-Day Event

EQUESTRIAN EVENTS, INC. Campaign: Rolex Kentucky Three-Day Event Status: 1988-Present

Meridian-Chiles (formerly Jordan-Chiles) continues to celebrates a long association with Equestrian Events, Inc., which organizes the Rolex Kentucky Three-Day Event. Since 1988, Meridian-Chiles has taken care of all aspects of the marketing, advertising and public relations for the Rolex Kentucky Three-Day Event, the America's only Four Star three-day event, which is held annually the last week in April at the Kentucky Horse Park, in Lexington.

The goals for RK3DE are to increase awareness and attendance to this event. The goals are achieved by using a multi-faceted strategic plan that establishes a strong connection to the fun and excitement of the Rolex Kentucky Three-Day Event. A bright, memorable jingle package ties together the radio and television components, while all aspects of the print materials - including signage, newspaper and magazine ads, table toppers, etc. - propel the unifying theme and look of "The Event."

This strategic plan is further enhanced by utilizing a bold, consistent media campaign, as well as enlisting the participation of local and regional media vendors to increase the marketing power of the campaign.

Results

By integrating the Rolex Kentucky Three-Day Event with a consistently strong marketing campaign and public relations strategies, Meridian-Chiles consistently delivers maximum visibility, brand and relationship-building benefits to Equestrian Events, Inc. This enables the Rolex Kentucky Three-Day Event stand out in an increasingly crowded arena for sports and event marketing to create a stronger presence of the Event locally, regionally, nationally and internationally. Attendance continues to grow and sales of event merchandise increases as a result of this marketing strategies. This year, attendance grew to over 80,000.