PENN VET NEW BOLTON CENTER is one of the preeminent large animal veterinary university teaching hospitals in the country, but despite their reputation New Bolton was losing appointment volume to smaller regional competitors. In response, LevLane Advertising developed targeted messaging that spoke to the entire equine community. Owning a horse is both a commitment and a relationship that includes breeders, stable managers, the equine sporting community, in addition to the individual horse owner. By connecting the owner’s care with our exceptional veterinary care, we began to build a relationship with the audience. This advertising campaign needed to exceed past performance, but it also needed to exceed the expectations of the organization’s Board of Overseers. This highly involved, highly knowledgeable group of individuals were experts in the equine sector. The campaign received unanimous board approval and garnered rave reviews. And each piece performed above past cost per click benchmarks.