“We thought we knew what to expect when we began The Deighton Cup project with Dax and the Parade team back in 2008... But we had no idea how big this event would eventually become! Not only has The Deighton Cup brought a huge crowd of newcomers to Hastings Racecourse–it’s helped remind past attendees of all the magic and excitement of the sport.”

— Chuck Keeling, Executive Vice President, Great Canadian Gaming Corporation

The Scope

Raj Mutti of Great Canadian Gaming Corporation approached Parade Agency with a challenge: create a lifestyle festival that would stand as a definitively modern take on the age-old sport of derby racing. Their Hastings Racecourse property was looking to excite and attract a new generation of racing goers and grow their aging client base.

The Result

Twelve years later, The Deighton Cup reigns as Vancouver’s most celebrated social event of the season. The 11th year will welcome over 8000 attendees dressed to the nines in modernized derby attire–for what media has dubbed the most fashionable event of the Summer.

Services

Ideation, brand identity & design, marketing strategy and implementation, partnership development, event planning and production.