Kentucky Department of Tourism
Tourism Promotion Campaign
Disciplines: Advertising
Objectives:
- Enhance the perception of Kentucky as a desirable vacation destination.
- Increase economic impact of tourism upon the state’s total economy.
Strategies:
- Developed a multi-media campaign featuring broadcast television in selected markets of greatest opportunity, regional print and Web based media.
- Featured the state’s core audience target, i.e. families with children, in a majority of advertising executions, while also reaching out to specific niche audiences with developmental efforts.
- Demonstrated how Kentucky’s Unbridled Spirit positioning translated into a unique combination of personal freedom and choice for tourists.
- Identified and featured as strongly as possible Kentucky’s uniquely iconic images– horses, bourbon, scenic beauty and natural landmarks-to capture attention and instantly communicate Kentucky’s greatest appeal.
- Developed advertorial formats to increase reader interest in statewide cooperative advertising.
- Developed printed and Web-based fulfillment pieces to complement the campaign and to close the selling effort.
Results:
- Independent research confirmed advertising awareness for Kentucky grew more than any other state within the region, despite competitors’ significantly higher budgets.
- That same research study indicated that 90% of those surveyed believed that Kentucky had become a more desirable place to visit and nearly 80% said they were more likely to consider visiting.
- Statewide total economic impact created by tourism increased nearly 24% over a three year period.
