Commonwealth of Kentucky
State Branding Campaign – “Unbridled Spirit”
Disciplines: Research, Graphic Design, Public Relations, Events
Objectives:
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Unify Kentucky under a single “umbrella” brand to create synergy among all state cabinets and messages. - Project a contemporary, progressive image while diminishing negative stereotypes.
- Foster pride among residents.
- Differentiate and distinguish Kentucky from other states.
Strategies:
- Conducted interviews, focus groups and on-line research with more than 1,700 people representing business, tourism, media, residents and non-residents to determine perceptions of Kentucky and identify possible brand positions.
- Conducted a communication audit to determine the number, variety and cost of publications and communications being created and distributed by state agencies and developed a program to improve efficiency and brand consistency.
- Created and tested hundreds of design and messaging options.
- Developed and managed a five-week statewide “vote for the brand” campaign where citizens could cast a vote each week to eliminate a brand option.
- Planned and orchestrated the announcement of the winning brand and integrated it throughout state government, including state welcome signs, driver’s licenses, state stationery, Web sites, and other printed materials.
- Incorporated the brand into all state sponsored advertising and featured it as the focal point of tourism advertising.
- Developed a Graphic Standards Manual for the Commonwealth of Kentucky to ensure brand consistency. Distributed the manual to mayors, local officials, county judge executives, chambers of commerce, and all Kentucky media.
- Hosted graphic training sessions for state employees to teach them how to implement and use the brand.
- Developed licensing partnerships to distribute and sell Kentucky “Unbridled Spirit” merchandise.
- Encouraged top businesses in the state to include the brand in their advertising and communications.
- Met with local civic leaders throughout Kentucky to explain the purpose of the brand and gain their support.
Results:
- More than 50,000 votes were cast on-line, by mail and in person at voting locations around the state, which has resulted in unprecedented acceptance of the brand.
- In an independent research study of both residents and non-residents, 90% rated Kentucky as a better place to visit and 81% stated they believed Kentucky had become more progressive in recent years.
- Research also indicated that the Kentucky brand was the most widely recognized within the region despite competing states’ significantly higher promotions budgets.
