Arlington

THE OPPORTUNITY

Downtown Chicago is a hub for millennials who enjoy getting together and enjoying live, in-person group experiences. To increase attendance for Opening Day at Arlington Racetrack, establish targeted messaging to encourage millennials to make use of the easy commuter train line to get dropped off right at the front gates.

THE INSIGHT

As a millennial herself, the Arlington Racetrack official bugler presented an opportunity to get directly in touch with the targeted audience. By having her appear all around Chicago’s signature spots and playing the instantly recognizable “Call To The Post” on her trumpet, the Arlington Racetrack gathered public attention in a fun and memorable way.

THE SOLUTION

Following the TV commercial and outdoor campaign, Arlington Racetrack generated the largest Opening Day race crowd in its history. With a large amount of social media users drawn to the event, the campaign also resulted in user-generated content of positive experiences being shared online. This led to increased attendance throughout the year, especially for signature events like the Fireworks Over the Fourth.

CASE STUDIES