Elevation has directed many rebranding initiatives, all of which go far beyond simply updating a strategy, website and logo. It also has to do with infusing a sense of belief, vision and conviction to a particular mission. One example is our work for the Maryland Jockey Club (MJC) and its legendary Preakness Stakes, which in early 2000’s, had devolved from an Internationally renowned event to a day of debauchery and overflowing Porta Potties. So much so, that it was evident that from a partnership/sponsorship side of things… Corporate America wanted nothing to do with it. At its lowest, the state of Maryland was in jeopardy of losing the event all together. To resurrect MJC and The Preakness brand, it became evident that mindsets needed to change from the inside, out first! We simply had to remind the dedicated employees of MJC of the intrinsic value of event they brought to the world each and every year… to indeed believe that it was the “Middle Jewel” of Racings Triple Crown and more importantly, that IT WAS the most important of the three races. Beyond that, we celebrated its iconic truths and presented it to the public in fresh, new, irreverent, classy, memorable and positive tones. From the development and introduction of the International Pavilion, the birth of INFIELDFEST, Turfside Terrace and Mug and Vine and Kegasus… the results and buzz began from the get go. Fortune 500 partners soon jumped on board and the pride of Maryland was once again The Preakness Stakes. Proudly, we state, that since Elevation joined the family… attendance at the Preakness Stakes climbed from 78,000 to over 130,000. See Campaign Examples