Showcasing what Kentucky has to offer
New West has been spending this long, hot summer working with the state of Kentucky on TV commercials promoting the richness of the commonwealth.
A foggy summer morning at the D & F Farm in Somerset.
To promote Kentucky Proud produce, we recently shot a 30-second commercial featuring tomato farmer Dwight Faulkner of D & F Farm in Somerset, Kentucky. Eager to capture the gorgeous scenery, our creative team (Paul Gosselin and Mike Duck), the director (Dennis Goodman) and the production company (Videobred) were on location before the sun ever rose. It was worth it, as we got some great shots of rolling fields in the early-morning fog.
You can watch the completed Kentucky Proud spot at http://youtu.be/vzvSRV63iLA
Shooting at Ashford Stud, Versailles
New West is also working with the Kentucky Department of Travel & Tourism to produce a series of three spots showcasing some of Kentucky’s unique attractions, from Lincoln’s birthplace to Cumberland Falls, from horse farms to distilleries.
Production on the Travel & Tourism spots is drawing to a close, and the ads will air sometime this fall in neighboring states — and likely here as well.
New West, GE put the bliss in BlissDom
It was the perfect storm for a home-product rollout. Eight hundred moms gathered together in one place. Moms who have their own blog. Moms who are likely to be intimately familiar with the world of laundry. Moms who are a little stressed, a little wilted, after bouncing from session to session, networking, and wandering dozens of busy displays.
Moms who neede
d a little “me-time.”
So New West decided this would be a good opportunity to reach out to these tech-savvy moms with some old-school human touch.
We teamed up with General Electric to show off some of GE’s new Profile™ Washer & Dryer pairs at the BlissDom conference in Nashville Jan. 27-28. These are beautiful machines, with all the latest technology, including “Overnight Ready” wash cycles that remove so much moisture you won’t even need to transfer to a dryer, plus a SmartDispense™ system that automatically adds just the right amount of detergent or fabric softener.
In other words, more me-time for the launderer.
And what does a busy woman do with a little free time? She goes to the spa! We decided to reach out to conference attendees through a spa atmosphere, complete with skilled professionals to provide neck massages and manicures.
To sweeten the pot even further, GE gave away a gorgeous new GE Profile™ washer and dryer to one of the attendees who dropped by the booth.
Bingo.
“How amazing was that massage? Loved it! Thx to GE, Opryland spa, and #Blissdom,” mommyinsider wrote on her Twitter page.
“I’m in a conference room…make your first stop the @GE suite where you can get a great massage! #blissdom I’ll meet ya’!” tweeted StressFreeBaby.
“Holy cow…I just saw the Bentley of washer dryers. @rationaltunes would die. GE profile (@GE_appliances),” said Twitter-happy looneytunes.
And on and on.
Now that’s what we’d call a clean sweep.
Whew! What a month it was!
Hundreds of thousands of visitors explored the Kentucky Experience at the FEI Alltech World Equestrian Games.
The last four weeks have been a blur of activity here at New West. And before we light out to our next assignments, we thought we’d catch our breaths for a brief recap.
It all began with the load-in of all things Kentucky into The Kentucky Experience at the Alltech FEI World Equestrian Games. Two years in the planning, the three pavilions and courtyard gardens welcomed the 500,000-plus people who visited or participated in the Games at the Kentucky Horse Park. From Corvettes to crafts and bourbon to bluegrass bands – every item, every activity and every inch of space was carefully designed, decorated and displayed to showcase the best Kentucky has to offer. For 16 days, the International (and NBC-TV) “sun” shone bright on this Kentucky home! For that work, the Kentucky Department of Travel presented New West with its “Partner of the Year” award. Thanks for the recognition. It was FUN!
Visitors to the Louisville Water Company's 150th anniversary celebration enjoyed a carriage ride. The historic Water Tower stands in the background.
While WEG was in high gear, we were also helping our friends at the Louisville Water Company prep for a big 150th anniversary celebration. The water branded Pure Tap by New West more than a decade ago was first delivered to businesses in what is now the Central Business District on October 16, 1860. Highlights of the celebration included tours of the magnificent buildings that water company leadership has carefully preserved and maintained over the years (photos) and carriage rides around the Water Tower property on River Road. And through May of 2011, visitors to The Frazier Museum in downtown Louisville will be treated to a display of LWC firsts, facts and artifacts (See http://www.fraziermuseum.org/).
New West helped celebrate a major economic development announcement as well. Our writers, designers and event management teams helped our GE Appliances and Lighting client orchestrate some world-class good news. It began with an early October announcement at the GE Lighting plant in Bucyrus, Ohio, that will double its workforce over the next two years and ended just last week with the simultaneous announcement at four GE facilities in middle America involving hundreds of millions of dollars of new investment and hundreds of new jobs.
Ohio marketer praises ‘Kentucky Unbridled Spirit’ brand
It’s one thing to toot your own horn. It’s another to get a ringing endorsement from a peer.
We checked our Google alerts recently and discovered that Jean Gianfagna, founder and president of a marketing consulting firm in Cleveland, had nice things to say about the Unbridled Spirit brand New West created for the state of Kentucky in 2004.
More on that in a minute. First, though, Ms. Gianfagna wanted to talk about her home state’s new “Beautiful Ohio” plate. The plate, Ms. Gianfagna said, “makes a classic branding and marketing mistake: Obscuring the name of the product through ‘creative’ graphic design. In fact, it’s hard to imagine what else the designers could have done to bury the brand.” She complained about typeface that’s too hard to read, “clumsy” visual elements, an overly busy design, and positioning of the word “Ohio” in such a way that plate frame holders will cover up at least part of it.
Many other states have made similar mistakes, Gianfagna said. Kentucky, on the other hand, “designed a clean, attractive license plate whose main visual element is its ‘Kentucky Unbridled Spirit’ branding, the official logo of the brand strategy that applies to all of Kentucky’s tourism marketing and promotion – including its license plates.” This strategy has paid off, she said, noting that public perceptions of Kentucky have improved as a result.
“Imagine the impact,” Gianfagna concluded, “if Ohio officials had followed Kentucky’s lead and recognized the state’s license plate as a branding opportunity. Suppose they created a visually striking graphic design that showcased the brand in a readable, engaging, and memorable way and linked to the state’s tourism marketing campaign. Ohio would be making millions of powerful, positive impressions on people everywhere, every day. And that would be a smart branding strategy.”
Thanks, Jean. We couldn’t have said it better ourselves.
For the full text of Ms. Gianfagna’s remarks, see http://www.gianfagnamarketing.com/blog/2010/03/01/a-branding-blunder-averted-ohio-almost-makes-a-classic-marketing-mistake/
