Company: MikeWorldWide, New York, NY
Company Description: Thirty-eight-years young, MikeWorldWide is among the world’s leading independent, integrated PR agencies with five offices across the US, LATAM, and the UK. Powered by data and guided by insights, intellect and human instincts, the agency leans heavily into a digitally-led, content-driven approach to ignite influence and impact to help organizations matter more to those who matter most.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Sport
 Nomination Title: The 150th Kentucky Derby
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
1/1/24
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 206 words used.
The Kentucky Derby is the longest-running sporting event in North America—an iconic tradition that has endured for 150 years. But as the 2024 milestone approached, Churchill Downs faced a dual challenge: reputational headwinds from heightened scrutiny around equine safety, and waning cultural relevance among younger generations.
While attendance remained strong, the Derby needed to increase its relevance among younger viewers to maintain its position for future generations. Research revealed that signature symbols like Mint Juleps and flamboyant hats weren’t resonating with younger audiences—many of whom prioritize experiences over possessions, consume news via social media, and are curbing alcohol consumption altogether.
Our charge was ambitious: transform the 150th Kentucky Derby into a cultural juggernaut, akin to the Super Bowl—while maintaining the timeless appeal for traditionalists. We needed to reframe the Derby not just as a race, but as an experience of a lifetime.
Our objectives:
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Deepen pop culture relevance and bring new generations into the fold
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Create immersive, social-first moments for digital and global audiences
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Increase viewership, engagement, and media reach
This campaign had to balance legacy and reinvention, safety and celebration, nostalgia and novelty. With bold creative strategy, cultural listening, and flawless execution, we set out to reimagine a legacy sporting event for the modern age.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 223 words used.
Our strategy was grounded in generational insights and cultural intelligence. To appeal to Gen Z and Millennials, we embraced the “Joy Economy”—where experiences, storytelling, and aesthetic shareability drive relevance.
We built a tiered campaign that preserved tradition while amplifying modern appeal. Key pillars included:
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Next-gen media and talent partnerships: We collaborated with the UNWELL Network, home to Call Her Daddy and Hot Mess, two of the most-streamed Gen Z podcasts globally. We tapped tastemakers like Zanna Roberts Rassi and Jack’s Dining Room to bring Derby fashion and cuisine into the digital spotlight.
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Influencer and celebrity-driven content: We primed our team to move fast on organic moments. When Travis Kelce showed up in a white suit, we pushed out TikTok and Instagram content within minutes.
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Elevated media experience: We sent multimedia mailers to 26 priority media targets and hosted experiential preview events with behind-the-scenes access, tastings, and interviews to deepen their storytelling toolkit.
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Heritage storytelling: While new audiences were a focus, we made sure to honor loyalists. Country music icon Wynonna Judd served as national anthem performer and spokesperson, anchoring the celebration in Kentucky pride.
Every tactic—from mocktail sponsors to streetwear partnerships—was designed to meet people where they are today, both in values and in platforms. Media interviews, social moments, and on-site activations were orchestrated to create a surround-sound effect leading into—and throughout—race week.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 231 words used.
The 150th Kentucky Derby became a cultural flashpoint—and a record-breaker by every measure.
Broadcast & Viewership:
We delivered the most-watched Derby since 1989, with a peak U.S. audience of 20.1 million (13% YOY increase) and international growth across 174 global territories (33% YOY increase).
Social & Cultural Impact:
We generated a 60% increase in social engagement and broke our own records with more than 177M impressions. Posts featuring Travis Kelce and Alix Earle exceeded 2M+ views and landed in People, Vanity Fair, ESPN, and Buzzfeed. Kelce’s organic quote on his podcast—“I’m a Derby man now”—became one of our most valuable endorsements.
Our UNWELL Network collaborations delivered huge visibility:
Media Coverage:
We secured 413+ placements, breaking into younger-skewing outlets and mainstream lifestyle media. Highlights included CBS Sunday Morning, Town & Country, Adweek, GMA, and The Cut.
On-Site Success:
The campaign delivered the highest number of on-site brand activations in Derby history. Sponsors embraced the cultural shift—offering mocktails, integrating fashion-forward streetwear, and creating immersive, post-worthy experiences.
By blending bold influencer integration, rapid-response content, heritage storytelling, and smart social strategy, we didn’t just modernize the Derby—we made it matter more than ever. The 150th running of the Kentucky Derby was both a tribute to tradition and a leap into the future of sport and culture.
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