“COOL AS EVER”
Del Mar was in a slump. Numbers were down, the racing industry was losing audiences and the perception was that the experience at the track was old school and mostly for gamblers. The challenge was to make it appealing to a new younger audience without alienating existing fans.
What Del Mar had in its favor was a Hollywood history with celebrity connections dating back to its heyday. It was key to connect to that experience and bring it to a current place. Thus “Cool as Ever” was born: a tag line that juxtaposed the old and new. This ongoing campaign that has seen record numbers each year since its launch.