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The Kentucky Bourbon Trail® has changed a lot over the course of its 25 years and has gradually become something far more elevated than consumers were aware of. The Trail™ needed a brand and creative that reflected this change, and needed to inspire visitors to slow down and discover the new, elevated experiences the Trail™ has to offer.
The primary focus of this campaign was to reintroduce the Kentucky Bourbon Trail® to the world. We created a refreshed, elevated and modern brand and messaging that honors Bourbon’s storied history while touting Kentucky as the one true home of Bourbon.
Over the last 25 years, the Kentucky Bourbon Trail® has experienced booming growth. What started with just seven distillery members has grown to 60 Bourbon destinations across Kentucky that welcome over 2.5 million visitors annually. And as its members have grown and evolved, so have the experiences that can be savored on the Bourbon Trail™. Visitors can now enjoy much more than a distillery tour and tasting. From cocktail classes and bottling your own Bourbon to culinary pairings and Bourbon education, Bourbon fans of all levels have a wide variety of options that allow them to craft their ideal Bourbon Trail™ experience.
This growth and evolution was our biggest asset and challenge. We needed to convey to our audiences that there is much more to be savored while in the Commonwealth, and prepare them for an elevated experience that’s a reflection of Kentucky Bourbon’s rich history and craftsmanship.
To convey this growth and evolution, we started with a refreshed Kentucky Bourbon Trail® brand. We sought to build a brand that was modern, yet had a nod to Bourbon's craftsmanship and rich history. It had to have a sense of familiarity for our existing guests, while feeling much more modern with a touch of attainable luxury for the next generation of more diverse visitors. From there, we rebuilt the brand narrative, moving away from the days of weekend warrior-ing and passport stamps, to a new chapter of the Trail™ that encourages slowing down and savoring the unique experiences that can only be found in Kentucky.
Our campaign efforts have driven encouraging results, including:
97,000+ monthly website users (up 14% YOY)
264,000+ social media followers (up 4% YOY)
29,000+ newsletter subscribers (up 26% YOY)
