For the Virginia Gold Cup steeplechase, a century-old race in Warrenton, VA, I led a marketing campaign to reinvigorate attendance after years of decline. I repositioned the event around the full experience of fashion, socializing, and celebration, creating a campaign that highlighted the lively crowds first and the horse race second. The digital-first strategy drew in new audiences, brought record attendance back to the event, and earned an American Advertising Federation Award.