Oaklawn, a century old and nationally revered Thoroughbred racetrack, was making the transition from racing and gaming into a regional casino, resort and spa destination. To make this transition, they needed to skillfully tell their story to new markets across the south. Oaklawn now offers a new level of excitement, luxury, flavors and fun, and they wanted to communicate that to audiences in Texas, Louisiana, Missouri and Arkansas.
CJRW has been the agency of record for Oaklawn for multiple decades, a partnership that has yielded a stellar racing and gaming brand. When making the leap to a full-fledged destination, complete with luxury hotel and spa, they leaned on our deep knowledge of tourism to help explain their new offerings, expand their footprint and attract more visitors.
The campaign was wrapped around the premise that our daily lives are filled with decisions based on essential demands and practicality. But we all need and want something greater — more fun, more flavors, more luxury and more relaxation. Oaklawn would position themselves as the antidote to everyday life with a multitude of experiences that add interest, color and excitement to life. Because at Oaklawn, there’s always room for more. This approach featured a variety of moments where patrons are experiencing “more” in their Oaklawn stay. This modular theme allowed the property to promote all their offerings to new and existing audiences and still maintain brand continuity.
The client was adamant that the communications create a sensory experience for the audience that generated both curiosity and desire. The music, photography, video and copy worked together to highlight the tastes, textures, sounds and moments that cannot be replicated anywhere else in the region.
