The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
KENTUCKY DEPARTMENT OF TOURISM AND MILES PARTNERSHIP
KENTUCKY MOMENTS: SOUNDS OF KENTUCKY VIDEOS FOR KENTUCKY TOURISM, FEATURING COUNTRY SUPERSTAR CHRIS STAPLETON
Best Travel Online Video Campaign
Kentucky is a music mecca – from bluegrass and country to rock, rap and everything in between – enjoyed at small venues and major festivals across the state. Yet most were unaware of this rich music scene. To change that, the state created new video spots to increase awareness in top drive markets in Nashville, Memphis, Columbus, Cleveland, Indianapolis, St. Louis, Chicago, Detroit, Atlanta, Charlotte and Washington, DC – and within Kentucky itself.
They specifically wanted to reach two key audiences: families with children and more affluent older couples without them, with household incomes of $75,000+ and $100,000+ respectively. Within these groups, they targeted frequent travelers who take 2+ trips a year and had visited a southern state within the past year. To reach them most effectively, videos were distributed through addressable/satellite TV and connected TV/OTT devices.
To deliver their message, the state partnered with a homegrown talent to become the recognizable “Voice of Kentucky” – adding credibility to their claim. That native son was country superstar Chris Stapleton, a respected artist who is proud to have been born in Kentucky and represents his home in a heartfelt way.
New footage from music performances was blended with scenes representing the state’s diverse appeal, from horses and bourbon to the arts and outdoors, all set to powerful narration by Stapleton. Using a warm, welcoming tone to match Kentucky’s brand voice, these videos show engaging scenes of the music, fun and memories that await in the land of “Unbridled Spirit.”
Contributors:
| Senior Vice President, Miles: | Jay Salyers |
| Creative Director, Miles: | Neal Alfano |
| Art Director, Miles: | Dustin Williams |
| Copywriter, Miles: | Larry Lynn |
| Account Director, Miles: | Cynthia Kendrick |
| Project Manager, Miles: | Susan Schuldt |
| Media Director, Miles: | Dave Morehouse |
| Advertising Campaign Manager, Miles: | Samantha Davis |
MILES
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.