The Kentucky Oaks will again this year be marketed to women and will raise money for breast cancer research. The campaign is building off last year’s changes that began marketing Oaks Day to women.
The track changed its broadcast partner from ESPN to Bravo, and touted everything from a ‘Pink Out’ for the day to a Lilly-themed cocktail.
The breast cancer research organization Susan G. Komen for the Cure was a partner in the effort. Spokesperson Susan Carter Johns says she was especially taken with the Survivor Parade.
“The other thing that was so moving to me was not only watching the survivors make that monumental lap, but the way the spectators honored them,” says Carter Johns. “That was truly amazing!”
Organizers say they want to make it a tradition – with another ‘Pink Out’ and again broadcasting the race on Bravo this year.