“Kentucky Welcomes the World”; Branding an Event


We live in a world where no one misses an opportunity to advertise their brand. From buses to billboards, stores to stadiums,we, as consumers, have started to become oblivious to the advertised goods constantly paraded before us. A recent trip to Lexington, KY, however, changed my perception of such blatant advertising, because the graphics not only captured the spirit of the event, but actually enhanced it.

From now through October 10, Lexington is host to the 2010 Alltech FEI World Equestrian Games. Held every four years, 2010 marks the first time this prestigious event has been held on U.S. soil. On the afternoon leading up to the opening ceremony at the Kentucky Horse Park, I spent time touring the education center and visiting the booths with their beautiful equestrian saddles, boots, apparel, and equipment. 

Alltech, the primary presenting sponsor for the event, branded the wayfinding and informational signing with equestrian imagery to add character. This temporary signing was well executed, with Alltech taking subtle credit. Bold graphic statements by Rolex, Reem Acra, Makers Mark and Ariat converted simple structures into works of art and added an air of anticipation. Alltech wrapped the main  grandstand bleachers in an equestrian scene and national flags that palpably stated “here’s where the excitement will happen.”

“Kentucky Welcomes the World” is the tagline for this exciting event. Visit the Kentucky Horsepark and Lexington to join in this historic celebration and take a glimpse into a world that most of us know little about.


Entry pavilion signing and walkway graphics were informational and inspiring.

The  horse symbol for the games, executed in lights and crystals, inside the Alltech Pavilion.

Simple gestures from Rolex and Tarter helped create ambiance.


One Response to “Kentucky Welcomes the World”; Branding an Event

  1. KateK says:

    It was a wonderful event via TV. It must have been quite an experience to be there. Lexington and Kentucky did themselves proud!!!

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