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The Legacy Chase at Shawan Downs is a long-running Steeplechase Race that traditionally draws a familiar crowd. Organizers called on Planit to help invigorate the eighth annual race by attracting a more diverse demographic and larger crowds.

Planit developed a racy equestrian-themed campaign to promote the traditionally conservative steeplechase: “Leather, Whips, Chaps, Studs…Good clean fun never sounded so dirty.” The creative reached beyond the expected—even going as far as the restroom. Marketing “graffiti” was placed in select bars, restaurants and high-traffic locations with taglines such as “Looking for some tail? Call (phone number),” as well as “For a good time, call (phone number). Horses will be involved.” Callers were sent to a recording of a sexy voice providing details about the race and ticket information.

The entry point to the Shawan Downs website, www.HardRidingMaidens.com, as well as print ads in local media outlets, spoke to the humorous play on words and theme Planit envisioned to capture the interest of people who had never attended the race, in addition to familiar faces.

2009 Silver ADDY Award – Mixed Media, Consumer Local

2009 Gold ADDY Award – Consumer Publication, Full Page