Putting Passion into the Pasture – Experiential Travel


The Bluegrass Region of Kentucky is known as the “Horse Capital of the World.” Beautiful pastoral settings were the mainstay of the region’s advertising, until 2008 when visitor profile studies clearly showed that it is the family who travels to the region as a whole. The resulting branding campaign was titled “For the Fun at Heart” and rolled out complete with a new website (www.BluegrassKentucky.com), collateral, and advertising campaign. The campaign’s hallmark was its ability to depict experiential travel. Both the brochure and the press packet from this effort have been honored with a PRSA Award from the Public Relations Society of America, and the marketing campaign received a Kentucky Tourism Council Traverse Award.