The Maryland Jockey Club March 29 launched the 2011 Preakness InfieldFest campaign, “The Legend of Kegasus.”
Kegasus is the “Lord of the InfieldFest,” and a modern twist on a mythical centaur. Serving as the voice and personality for all advertisements, Kegasus can be found in all of the campaign’s components, including television, radio, out-of-home, and web.
“We are excited to be launching this campaign and look forward to watching this image grow throughout the course of its eight-week run,” said Tom Chuckas, Maryland Jockey Club president. “Kegasus speaks directly to our InfieldFest demographic with his no-nonsense personality and total embodiment of a good time.”
The 136th running of the $1 million Preakness Stakes (gr. I), the middle jewel of the Triple Crown, is May 21 at Pimlico.
The InfieldFest party at The Preakness Stakes is legendary and continues to grow. The Maryland Jockey Club aims to spark added interest by empowering a legendary centaur-- half horse, half man-- as the campaign’s spokesperson. The humorous nature of the advertisements and their inclusive message are just two of the many added bonuses.
The MJC also anticipates this party “manimal” to come to life outside of traditional media. Kegasus will be appearing at various grassroots events around Baltimore leading up to the Preakness. He will be making his in-person debut at pre-game festivities for the Baltimore Orioles home opener on Monday, April 4. He will also be posting web videos to his own YouTube channel, and yes, Kegasus even tweets.
“In order to reach our highly targeted younger demographic, we have realized we need to go where they go and do what they do,” Chuckas added. “By launching a robust social media presence and appearing at downtown bars, Kegasus will have the opportunity to interact directly with his fans and get them excited about this year’s InfieldFest – the premier celebration in the Mid-Atlantic region.”
Earlier this month it was announced that Grammy Award Winning artists Bruno Mars and Train were to headline the InfieldFest concert, with Phil Vassar, Puddle of Mudd, and local favorites Mr. Greengenes on the Jägermeister stage. The popular MUG Club returns, offering fans a bottomless mug all day long for one all-inclusive price.
For the second consecutive year, the MJC has tapped Elevation to develop and execute its InfieldFest advertising campaign. “We are honored to once again work hand-in-hand with the Maryland Jockey Club to create a campaign that galvanizes our target audience and brings excitement to this legendary event,” Jim Learned, president of Elevation said.