FTD at the Kentucky Derby

For the 149th Kentucky Derby, FTD stepped into the spotlight with an immersive brand activation inspired by the elegance of a vintage dressing room. Designed to celebrate the rich history of this iconic race, the experience featured a double-sided photo moment, lush floral décor throughout Churchill Downs, a live rose-pinning station, and a high-impact big board ad before the race. With style that blended Southern charm and Old Hollywood glamour, the activation invited guests to see, touch, wear, and share in the timeless tradition of the Run for the Roses while showing off their best derby day fashion—bringing FTD’s floral storytelling to life in every detail.

The iconic Derby fashion and this being the 149th Derby made the tagline for this activation a no-brainer—Dressed to the Nines at Derby 149.

The iconic Derby fashion and this being the 149th Derby made the tagline for this activation a no-brainer—Dressed to the Nines at Derby 149.

Vintage photography and furniture join FTD's iconic Mercury Man logo and cascading florals to create the perfect dressing room-inspired set for photos.

Vintage photography and furniture join FTD's iconic Mercury Man logo and cascading florals to create the perfect dressing room-inspired set for photos.

Bathroom selfie, anyone? Inspired by viral snapshots taken during the Met Gala, we turned the bathroom mirror into a secondary photo opportunity.

Bathroom selfie, anyone? Inspired by viral snapshots taken during the Met Gala, we turned the bathroom mirror into a secondary photo opportunity.

Vintage style needs a vintage ad! I drew inspiration from historic FTD ads to create a Mother's Day ad that fit in with our vintage design.

Vintage style needs a vintage ad! I drew inspiration from historic FTD ads to create a Mother's Day ad that fit in with our vintage design.

Hundreds of people stopped by to commemorate their Derby style.

Hundreds of people stopped by to commemorate their Derby style.

Fashion is an integral part of the Kentucky Derby, so we took every opportunity to encourage attendees to share their style with a little help from FTD.

Fashion is an integral part of the Kentucky Derby, so we took every opportunity to encourage attendees to share their style with a little help from FTD.

This activation generated over 150,000 in-person impressions over the course of Kentucky Derby weekend, with thousands more via social media—driven by influencer content, user tags, and our own real-time coverage. While primarily designed as a brand awareness moment, the activation also pulled double duty as a performance driver: a 20% off promo code featured throughout the experience helped boost early conversion ahead of Mother’s Day the following weekend, turning attention into action.