In a race against a declining sport and an aging demographic, Del Mar needed to bring back the younger crowd.

With the central idea: "cool as ever", we chose to ride the retro trend of martinis, and remixes to bring the coolness factor back to racing. Founded by Bing Crosby in 1937 and host to celebrities, Del Mar has a very cool heritage indeed.

TV and radio ads blend the old and the new to a remix of an original Bing song. Print and promotions feature concerts and giveaways to create a youthful buzz throughout the season. The result: Del Mar is America's number one track in attendance and handle.