Replacing history with opportunity.
In its day, San Mateo’s Bay Meadows racetrack played host to famous horses like Sea Biscuit. But that was then, and it was now time to convince people that something they’d normally hate—growth—is something they should learn to love. Step 1: Building a team of 360 communications specialists with expertise in public affairs advertising, digital marketing, and experiential design. The result was a unique twist on the meaning of recycling and massive public support for this successful project.