Maryland Jockey Club Launches 2011 Infieldfest Advertising Campaign

MJC urges fans to “Be Legendary” at Preakness InfieldFest

Baltimore, MD(Tuesday, March 29, 2011) —The Maryland Jockey Club (MJC) today 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 to include 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,” Tom Chuckas, Maryland Jockey Club president said. “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 (Grade I), the middle jewel of the Triple Crown, is May 21 at Pimlico Race Course.

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 pregame 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, Ltd. 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.

About the Maryland Jockey Club
The Maryland Jockey Club was founded in 1743, and thus today is the oldest sporting association in the North America. After 268 years it remains the corporate name of Pimlico Race Course in Baltimore, which opened in 1870, and is home to the Preakness® Stakes, the middle jewel in horse racing's famed Triple Crown. Preakness InfieldFest 2011 is a multi-entertainment festival that includes live music, a beer garden, bikini contest, cornhole tournament and NVL Pro Volleyball Tour. For more information visit www.theinfieldfest.com and make sure to follow Kegasus at www.twitter.com/allhailkegasus

About Elevation, Ltd.

Formed in 2001, Elevation, Ltd. has steadily earned its way to becoming an internationally recognized multi-cultural advertising agency serving a unique balance of private and public sector partners, including; NBC/Universal, Canon, Toyota, Bloomberg, DHS, ALA, HHS, the Va. Lottery and more.  Driven by a strategic and creative belief that “good communications is global”, the agency currently oversees campaigns throughout the Western Hemisphere in multiple languages. Elevation maintains its home office in Washington, DC with satellite offices in New York City.

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