MARYLAND HORSE PARK ADVERTISEMENT CHAMPAIGN
Contact: Ross Peddicord
Executive Director
Maryland Horse Industry Board (MHIB)
Email: ross@maryland.gov
Background and Purpose
The project entails a targeted advertising campaign to brand and drive visitors to Maryland’s newly completed three-pronged Maryland Horse Park System (MHPS) which includes the Maryland Horse Library & Education Center (Baltimore County), The Fair Hill Special Events Zone (Cecil County) and the Prince George’s Equestrian Center (Prince George’s County).
Each aspect of our industry conducts its own advertising effort, but it is difficult to gain market traction like the efforts in states such as Kentucky, Florida, Texas, and California; and countries such as Ireland, England, France, Germany, and Australia. Maryland now has two major international, 5 Star events in its Horse Park System (MD 5 Star at Fair Hill, Washington International Horse Show) as well as a central visitors and information center at the new MD Horse Library. Nearly $40M in state, county, local and private funds have been invested in these facilities, but there is virtually no, or little money allocated and/or available to advertise them as a collective statewide entity as evidenced by competitors such as the Kentucky Horse Park. No single equestrian organization in the state has the financial resources to develop this type of comprehensive program and indeed draw visitors to other popular equestrian destinations such as the Assateague Ponies (Worcester County), the new international 4 Star at Loch Moy Farm (Frederick County) and the nationally recognized
Maryland Horse Park Advertisement Champaign equine welfare centers at Days End Farm Horse Rescue and Gentle Giants Draft Horse Rescue (Howard County).
The Maryland Horse Industry Board (MHIB) serves as the state’s equestrian commodities board, but only has a limited amount of funds for advertising. MHIB applied to and received from the Maryland Tourism office a one-time grant of $250,000 to develop an advertising and marketing program to brand and start to promote the Maryland Horse Park System.
2.2.1 Project Objectives
The execution of a comprehensive advertising campaign to promote the Maryland Horse Park System. The focus of the initiative is the attainment of an audience eager to discover Maryland’s surrounding tourist destinations and to promote overnight lodging which will result in positive economic impact.
The advertising campaign should encourage consumer interest and be sufficient to ensure increased local tourism and horse industry growth. Robust consumer engagement must be incorporated into the campaign to stimulate economic investment, promote business expansion, and produce employment opportunities in ancillary business sectors.
The international 5 stars draw increased visitation by national and global tourists, many of whom are discovering Maryland for the first time. In 2023, 73% of the visitors for the Maryland 5 Star at Fair Hill came from out-of-state. The advertising campaign should serve to support a continued and progressive visitation trajectory.
The whole state is a Horse Park with equestrian activities in all its 23 counties. Increased visibility of horses as a major recreational and tourism activity will benefit all jurisdictions. MHIB already has in place a network of 42 Horse Discovery Centers in 18 counties that welcome the public to their facilities.
2.2.2 State Staff and Roles
Project Manager: Ross Peddicord, Exec. Dir. MD Horse Industry Board (MHIB). Implementation of the campaign will be administered by MHIB in accordance with its mission as outlined by state law. Ross Peddicord will be the MDA site Project Manager and oversee the direction and outcomes of the campaign in conjunction with input from committee recommendations and the at-large oversight board.
Anne Litz, MHIB Marketing Specialist, will be assigned to assist the MDA Project Manager with the advertising campaign implementation and will therefore oversee the collection of campaign materials, analyze data and work with all general aspects of the campaign.
The MDA and the Contractor shall maintain a collaborative workflow on project initiatives that relate to campaign branding. The MDA and the Contractor workflow processes are to be effectively integrated into the workflow strategies of the Maryland Horse Industry Board operational procedures. Various MDA committee meetings, which will require Contractor participation, will be held at the discretion of the MDA Project Manager to ensure adequate oversight of campaign progress.
2.2.3 Other State Responsibilities
a) The State will provide normal office working facilities and equipment reasonably necessary for
Contractor performance under the Contract. Any special requirements (e.g., reprographic
services, computer time, key data entry) shall be identified.
b) The State is responsible for providing required information, data, documentation, and test data to
facilitate the Contractor’s performance of the work and will provide such additional assistance
and services as is specifically set forth.
2.3 Contractor Responsibilities and Tasks
a. Contractor will hire a professional public relations/advertising agency to fully plan and develop domestic/international advertising strategies and campaigns for a Maryland Horse Park System brand and launch a comprehensive advertising campaign to gain brand recognition on a national and international scale.
b. Assist in creating the branding of the MD Horse Park System and development of a Horse
Park System logo.
c. Develop videos showcasing the many world class and colorful components of the Maryland equestrian experience.
d. Work with the selected agencies to pitch relevant industry stories to the media.
e. Ensure Domestic and International equestrian trade and tourism venue presence.
f. Establish an increased digital and advertising presence that serve to expand Maryland tourism.
g. Develop an industry wide Matrix of Major Equestrian Events, including number of spectators and Competitors, for effectively measure of geographical representation and economic impact.
h. Develop a plan for a sustainable Horse Park System and the industry advertising plan.
2.3.1 Product Specification
Phase I:
Branding & Logo. Review of the cornerstone Maryland Horse Park System
(MHPS) locations and current branding. Design a brand that will capture the cornerstone MHPS locations and future affiliates.
Phase I: continued
Delivery of:
● Full brand style guide
● Full package of logo and brand element asset files
Phase II:
Campaign Content. Creation of MHPS informational brochure. Trade show set up/visuals.
● Designed with national and international travel considerations. Web page design – work with developers to design a new page to go with current theme.
● New MarylandHorse.com site is in development – will launch MHPS video production (varying from 15 to 90 seconds in length)
● Overview video (1) and Cornerstone site videos (3)
● Some video must be able to run with no sound (trade shows/events)
Phase III:
Campaign Launch & Management Advertising
● Appropriate placement of advertising to reach goals – digital, print, etc.
Content Creation
● Videos and graphics showcasing ongoing activities of MHPS cornerstones and affiliates Content
Management
● Social media presence at special events Media Relations Management & Outreach
● Identifying paid and earned media opportunities for MHPS and special events
● Trade show attendance Reporting & Outcomes: The Maryland Horse Industry Board will
● Trade show attendance Reporting & Outcomes: The Maryland Horse Industry Board will closely monitor data derived by partners of the Maryland Horse Park System’s cornerstone events in the areas of attendance, origin of ticket purchasers (single and multi-day), and origin of competitors. The tracking of multi-day ticket purchase and competitor origin will help to track overnight stays and other economic impacts.
Maryland Horse Industry Board, in partnership with Destination Marketing Organization partners, will offer an event prize drawing to obtain additional information such as location of overnight stays and how attendees heard about the event. Progress reporting will also provide advertising data and event booth attendance.
