Solution
We designed an omnichannel, always-on campaign that spanned six months, utilizing strategic top-level elements across our print and digital channels to command reader attention and drive consumer resonance.
Strategy
The cornerstone of the campaign was the integrated cover wrap of our August 2022 issue of Foodism. This unique execution allowed the Kentucky brand to influence the cover image. In this case, we shot a selection of striking bourbon-based cocktails that Kentucky is known for.
The brand then dominated the remaining premium real estate of the issue of Foodism: the inside front spread, inside back cover and outside back cover (that our Creative team designed to blend seamlessly with the front cover). The result: a subtle, yet powerful brand connection to our annual Drinks Issue.
We sustained the awareness generated by the cover wrap by educating our audience on what Kentucky has to offer through content pieces across subsequent issues of Foodism and Escapism. Enhanced by several online advertorials, display ads and digital promotions, we highlighted tourism experiences, partner organizations and characteristics that make the Bluegrass State a special and distinct place to visit.
Results
Overall, the campaign surpassed 1.2 million impressions to date with Kentucky Tourism having ownership of our largest and most integrated elements across our print and digital platforms for six months.