Preak

BALTIMORE Whether you find it edgy or over the top, the Preakness has a new ad campaign aimed at bringing back young fans: "Get Your Preak On."

Preakness ad campaign gets a bit freaky to attract young fans 2010

Misguided or not, "Get Your Preak On" represents a bold effort by a troubled industry to diversify its customer base.

Preakness's marketing pitch and bottomless beers bring more controversy 2010

"For me, to 'get my Preak on' might be sitting in the dining room having a glass of wine and a nice meal," Chuckas said.

Preakness's marketing pitch and bottomless beers bring more controversy 2010

The slogan was also plastered on billboards throughout the city -- one, not exactly geared to the 20-something demographic, features the face of a graying, balding man and the phrase, "I'm 84 And Can Still Get My Preak On."

Preakness's marketing pitch and bottomless beers bring more controversy 2010

In one example, the agency hired a bugler and an actor posing as a jockey to burst into Baltimore bars, announce themselves with a "Call to Party" and read an invitation to "Get Your Preak On" in the Pimlico infield.

Preakness's marketing pitch and bottomless beers bring more controversy 2010

Either way, they're the perfect way to, as the event's new ad campaign suggests, "Get Your Preak On."

Preakness's marketing pitch and bottomless beers bring more controversy 2010

To some, such as New York Post racing columnist Ray Kerrison, the "Get Your Preak On" slogan is sexually provocative and needlessly crass -- "reducing a great, historic thoroughbred horse race to an event with sleazy overtones."

Preakness's marketing pitch and bottomless beers bring more controversy 2010

Misguided or not, "Get Your Preak On" represents a bold effort by a troubled industry to diversify its customer base.

Preakness's marketing pitch and bottomless beers bring more controversy 2010

To some, such as New York Post racing columnist Ray Kerrison, the "Get Your Preak On" slogan is sexually provocative and needlessly crass -- "reducing a great, historic thoroughbred horse race to an event with sleazy overtones."

Preakness's marketing pitch and bottomless beers bring more controversy 2010

Either way, they're the perfect way to, as the event's new ad campaign suggests, "Get Your Preak On."

Preakness's marketing pitch and bottomless beers bring more controversy 2010