Louisville Tourism & Churchill Downs
Louisville Tourism x Epsom Derby
Epsom Derby Mission 150th Year Anniversary.
This was an affinity partnership with real heart. We brought the spirit of Louisville to the UK by linking the original English Derby with the 150th anniversary of the Kentucky Derby. The centrepiece? The Derby trophy’s first-ever trip overseas – a moment that made headlines and cut through the noise.
It was a story that resonated with race-goers and upmarket travel intenders alike, sparking curiosity, emotion, and a genuine connection to Louisville.
Challenge
Louisville was up against bigger, better-known US destinations with far more clout in the market. To stand out, we had to ‘pick the right horse’ - finding a campaign idea that would cut through, capture attention, and make a lasting impression on potential travellers.
Insight
At the heart of Louisville is Churchill Downs, home to the world-famous Kentucky Derby - a race with a direct link to the UK, taking its name from the legendary Epsom Derby. That shared heritage gave us a powerful cultural bridge, creating a natural way to connect Louisville’s story with a British audience.
Solution
We built our activation around the Epsom Derby Festival, using it as the perfect stage to tell Louisville’s story and secure national coverage. The undisputed hero of the campaign was the Kentucky Derby trophy – making its first-ever journey outside the US. Showcasing it as our centrepiece created a buzz that cut through the noise, drew the media in, and gave race-goers an unforgettable connection to Louisville.