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Increase attendance for Opening Day at Arlington by targeting Chicago dwelling millennials, who enjoy live, in-person group experiences.
Encourage them to make use of the commuter train that stops directly at the racetrack by using the famous Arlington Bugler, herself a millennial, to appear all around Chicago playing the famous “Call to the Post” on her trumpet. Also created spot that aired from the event.
The TV commercial and outdoor campaign generated the largest opening day crowd in Arlington Racetrack history. The amount of social media influencers and their posting of the event continued to draw increased attendance throughout the year.
