Atlanta BeltLine

Alloy is engaged as marketing agency of record for the Atlanta BeltLine, a network of public parks, multi-use trails, transit and affordable housing along a historic 22-mile railroad corridor in the city, for the next three years. The agency will conduct a comprehensive initiative to modernize and reimagine the BeltLine’s presence incorporating signage, creative assets and a streamlined brand. The overarching objective is to more effectively reach, inform and engage the BeltLine’s diverse array of stakeholders and audiences. Founded in 2005, the trail is connecting 45 neighborhoods, often for the first time, and creating cultural, economic and community opportunities through intentional placemaking and peacekeeping. 80 percent of the project is set to be completed in the next two years. "We’ve been impressed by the Alloy team from our initial discovery to our work together as we embark on this next era of our brand’s story,” said Atlanta BeltLine, Inc. VP of communications and media relations Meghann Gibbons.

Breeders Cup

160/90 is selected by thoroughbred racing organization Breeders’ Cup Limited to develop and produce various on-track and off-track hospitality experiences at the 41st and 42nd Breeders’ Cup World Championships, taking place at Del Mar Thoroughbred Club in Del Mar, CA. 160/90 will focus on creating elevated lifestyle and entertainment touchpoints for participants and fans while engaging brand partners. The agency will additionally curate on-site VIP programming. “It is our goal to ensure everyone in attendance enjoys a compelling experience, and to realize this vision, we required a forward-thinking partner who appreciates our goal of leaning into our legacy while modernizing for the future,” said Breeders Cup Limited president and CEO Drew Fleming. “160/90’s capabilities combined with their access as part of Endeavor solidified our decision and we are thrilled to launch this new partnership.”


Parasol signs on as AOR for Nekajui, a Ritz-Carlton Reserve, Peninsula Papagayo, in Costa Rica. The agency is leading public relations strategy, influencer and celebrity marketing, and strategic brand partnerships for Nekajui, which set to open late this year. The property, located in an unspoiled 1,400-acre tropical forest on Costa Rica's north Pacific coast, is the eighth addition to the distinct Ritz-Carlton Reserve brand and its first-ever Ritz-Carlton Reserve in Central and South America. It offers 107 resort rooms, suites, luxury tents, and 36 residences. “Parasol’s deep experience in the ultra-luxury market, masterful strategic approach, and inspiring creativity make them the perfect agency partner to support us at this pivotal moment,” said Nekajui general manager Ana Gorjão Henriques.