Sam Houston Race Park was faced with an aging audience and increasingly low attendance. They needed a way to target a younger audience even though research revealed they found horse tracks confusing and intimidating.
We created a campaign with an extremely simple message — racing is fun. We encouraged people to spend their days racing and their nights cheering on the horses at Sam Houston Race Park.
I was the copywriter on the project. I collaborated with a creative director and art director to concept the idea, write scripts, write print and bring the idea to life.