Transforming a Private Collection into a Compelling Digital Experience
The Challenge
The owner of the world’s largest private collection of Secretariat memorabilia approached AAE Media with a unique objective: create a platform that could preserve and showcase the historical significance of the collection while also helping connect its individual pieces—and potentially the complete collection—with qualified buyers.
Curated over 15 years, the collection includes race-worn shoes and nails, personal items belonging to Penny Chenery, historic betting tickets, signed photographs, commemorative pieces, and memorabilia connected to some of Secretariat’s most iconic races.
Our Approach
We developed a complete marketing and digital presentation strategy built around storytelling, credibility, and visual impact. Our work included:
Professional photography of the collection
Video Production of a summary video highlighting Secretariat
Historical research and copywriting
Website design and development
Marketing and public-relations support
Individual product presentations designed to support purchase inquiries
Rather than creating a conventional sales catalog, we built an immersive website that tells the story of Secretariat, his legendary career, and the cultural significance of the artifacts. Dedicated pages connect memorabilia to races including the Kentucky Derby, Preakness Stakes, Belmont Stakes, New York Futurity, and Man o’ War Stakes.
Video highlighting Secretariat’s career
The Result
The finished website serves as both a digital museum and a sales platform. It gives collectors, racing enthusiasts, media outlets, and prospective buyers a compelling way to explore the collection, understand the provenance and significance of its pieces, and inquire about purchasing individual artifacts or the collection as a whole.
You can visit the site at: secretariatcollection.com