Crisis Communications

In 2014, with Pennsylvania horse racing under onslaught by political figures and by the media, the Pennsylvania HBPA turned to Keystone Films.  We knew that horse racing's go-to marketing strategy, "happy 20-somethings in sundresses and bowties," wasn't appropriate here.

We devised a far more nuanced strategy:

• Underscore the fact that Pennsylvania horse racing is a major job creator.

• Emphasize the industry’s significant, statewide economic impact.

• Showcase the PA HBPA’s unwavering focus on racehorse safety and aftercare.

• Generate significant earned media, along with our digital and broadcast campaigns.

By February 2016, our work helped lead to Pennsylvania enacting a law which detailed its support for horse racing. Furthermore, the state even dedicated a portion of its Racehorse Development Trust Fund solely to marketing.

In 2020, 2021, and 2022, our impactful campaigns, both broadcast and digital, continue to help shape Pennsylvania racing's response to government proposals which would have caused irreparable damage to racing statewide.

Soon, Keystone was assigned ongoing management of both the Pennsylvania HBPA’s social media and website (www.pahbpa.com) and we were also asked to promote major events.