Turning our unexpectedly cool hometown into the most talked about destination brand in America.
Keeneland
For the Love of the Horse
In 1936, Keeneland was founded with a commitment to do what’s right for the Thoroughbred and the racing industry. Nearly 90 years later, that mission continues to guide everything they do.
For decades, Cornett has partnered with Keeneland to build strong, meaningful connections with its core customers. Our job is to help them communicate it in a way that resonates—with horsemen, with fans, and with the next generation.
That task looks different throughout the racing calendar—from tactical sales campaigns that draw horsemen to the largest Thoroughbred sales on the planet, to race meet campaigns that drive ticket sales to fans near and far. Underneath it all lies a heartbeat of brand-building, with campaigns that show the why that underscores everything Keeneland does.
Our partnership has led to record-breaking race meet attendance, year after year. We’ve helped position, grow, and evolve Keeneland’s iconic sales. And we’ve helped Keeneland find its voice at pivotal moments in the brand’s history.
For decades, Cornett has partnered with Keeneland to build strong, meaningful connections with its core customers. Our job is to help them communicate it in a way that resonates—with horsemen, with fans, and with the next generation.
That task looks different throughout the racing calendar—from tactical sales campaigns that draw horsemen to the largest Thoroughbred sales on the planet, to race meet campaigns that drive ticket sales to fans near and far. Underneath it all lies a heartbeat of brand-building, with campaigns that show the why that underscores everything Keeneland does.
Our partnership has led to record-breaking race meet attendance, year after year. We’ve helped position, grow, and evolve Keeneland’s iconic sales. And we’ve helped Keeneland find its voice at pivotal moments in the brand’s history.
Every Moment Matters
“Every Moment Matters” is an ethos that guided us through every aspect of creating Keeneland’s 2025 brand campaign. We combed through the archives, went behind the scenes, and brought together past, present, and future to show what’s driven Keeneland since the very beginning.
For the Love of the Horse
With two powerful brands spots and supporting web content, we showcased how Keeneland remains grounded in their connection to the Thoroughbred and their responsibility to the future of the industry—cementing their reputation as the best of Thoroughbred racing and sales.
Taking Race Day Digital
We’ve also helped Keeneland keep up their tradition of innovation within the Thoroughbred industry. The revamped Keeneland.com provides a sleek and modern website experience, grounded in the beauty and prestige at the heart of the brand.
The Keeneland Race Day App, which gives fans real-time odds and lineup changes, live video and handicappers’ picks, now offers AI race insights to improve players’ odds of winning.
The Keeneland Race Day App, which gives fans real-time odds and lineup changes, live video and handicappers’ picks, now offers AI race insights to improve players’ odds of winning.
4.9/5
Apple App Store Rating
Sold at Keeneland
Keeneland Sales is a pivotal economic driver in the local community, but many Keeneland Racing fans are unaware of Keeneland Sales and its position in the industry and importance in the community. We needed to remind horsemen and women of the big moments that happen in the Keeneland Sales ring.
‘Sold at Keeneland’ was a campaign to amplify three areas Keeneland Sales can confidently own: big names, big numbers, and the badass sounds of an auctioneer.
‘Sold at Keeneland’ was a campaign to amplify three areas Keeneland Sales can confidently own: big names, big numbers, and the badass sounds of an auctioneer.
