It’s not everyday you get to rebrand a whole state, err, commonwealth. Kentucky wanted one brand to rule them all. Something that could be used for every cabinet, not just tourism. After extensive research, we weeded down the possibilities to four brands.
To create buy-in from state residents, we staged a three-week online vote. Each week, residents could vote for their favorite. The one with the least votes would be eliminated from the choices. In the end, the overwhelming choice was “Unbridled Spirit.” which is quintessential Kentucky.
The brand resonated with out-of-state visitors, as well. The rebranding led to the greatest state advertising awareness in the region. Independent research revealed that 90% of those surveyed believed Kentucky had become a more desirable destination and nearly 80% said they were more likely to visit.
TV Spot
Print Ads
