Kentucky’s “Better in the Bluegrass” campaign was aimed to spark interest in drive-market visitors from both in-state and out-of-state who identify themselves as foodies. Its goal was to put Kentucky on the culinary map to drive awareness of (and revenue to) Kentucky’s culinary scene. To do this, we launched a culinary microsite, BetterintheBluegrass.com, around three cornerstones of content: chef profiles, recipes and a statewide culinary trail. Each cornerstone included accompanying vignettes told with a mix of text, photography, maps and 1-2 minute videos. We used print, broadcast, digital, social media and PR to drive traffic to the site.
The target audience for this rich media campaign was in-state and surrounding drive-market travelers. The goal of this ad was to give users a fun and unique mobile experience that they could interact with by shaking their phone to build an Old Fashioned drink or roll a bourbon barrel.
MILES PARTNERSHIP
Website: www.milespartnership.com
Location: USA
About the Agency:
Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.
