Our Work - Marketing

Increase attendance at the various Wagner Group/J-Dub Entertainment Kentucky Derby events and generate charitable contributions for the Robby Albarado Foundation which assist the homeless, socially and economically disadvantaged and those less fortunate in the Louisville, Kentucky area.

Peritus developed a strategic communications, media relations and event execution plan to raise awareness about the events and increase attendance. Peritus coordinated with all sponsors and promoters to design and produce collateral for each event and organize media lists with national and local publications from ESPN to The Courier-journal. Peritus generated all media credential lists and coordinated with Playboy and Greenhouse to secure and finalize the celebrity guest lists for each event. Peritus also provided on-site support by providing media with ‘celebrity tip sheets’ and staffing the red carpet and media check-in areas.

Peritus was able to secure stories in over 20 media outlets and The Wagner Group received over 40 media hits combined for the six events that were produced during the Kentucky Derby celebration. Online mentions for the events included the New York Post, Life and Style Weekly and a blog post from Guy Fieri. The events received prominent coverage in traditional media channels as well. The Courier-Journal gave the events prime real estate on the front page of their features section, multiple radio programs interviewed Robby Albarado and Joey Wagner and the event producers were featured on the WAVE TV 3 interview of the day. Increased media coverage generated huge exposure for the Robby Albarado Foundation and charitable donations increase by 50% over the previous year.