Hospitality marketers in Central Kentucky have had long-standing relationships, but this is by far their most significant program to date, according to Mary Quinn Ramer, president of VisitLex.
Drive time
The old-school, car-centric campaign is a strategic fit because 75-80% of travelers to Central Kentucky drive there, per Ramer, who spearheaded the effort with Robbie Morgan, director of the Lawrenceburg-Anderson County Tourism Commission.
“We loved that this campaign is less about being in a hurry and more about enjoying the journey,” Ramer told Adweek. “It leans into our beautiful topography, and it gives people multiple reasons to visit––so many that they’d have to lengthen their stays to see them all.”
“Joy Ride” will run nationally on connected TV channels like Discovery Networks and Hulu, along with YouTube, Google and other digital platforms. There’s a significant push planned for the fourth quarter, with 2024 getting additional media buys around busy seasons like spring break, the Kentucky Derby, summer and beyond.
[ad_2]
Source link
