Del Mar Thoroughbred Club
In southern California, everyone knows that Thoroughbred racing comes back to the quaint seaside town of Del Mar every summer as predictably as the swallows return to Capistrano. The first of my four years on the account at Phillips-Ramsey, I got to work with the great Duncan Milner, who later did all kinds of fantastic work on the iPod account. We won a Bronze Pencil in The One Show for this print ad and outdoor board, which is kind of like coming in 3rd at the Kentucky Derby. Not too shabby.
Rather than market to same old racing fans for the umpteenth year in a row, we took Del Mar off the beaten track and went directly after fans of other sports and money-making ventures that can't compete in terms of excitement and instant gratification. When the dust settled, Del Mar had its best season ever.