Kentucky's year-old branding campaign is a hit

FRANKFORT, Ky. -- Kentuckys branding campaign appears to be catching on. In fact, the Kentucky Department of Tourism said its year-old Kentucky Unbridled Spirit campaign has become one of the most recognized state brands in the region.

State officials said independent research conducted within five contiguous states (Tennessee, Indiana, Illinois, Missouri and Ohio) found 54% of consumers surveyed were able to accurately identify the slogan. In fact, Kentucky Unbridled Spirit was so recognized that consumers from the other states were more aware of the brand than they were their own states brand.

The whole point of the branding project is to differentiate Kentucky from our competition -- the surrounding states, said Gov. Ernie Fletcher in a statement. Successfully showcasing that difference will lead more visitors to Kentucky and bring more jobs to Kentucky. This research is proof that Kentucky Unbridled Spirit is helping us do that.

The independent study also found:

  •   Kentucky Unbridled Spirit earned higher appeal ratings than any other state tested. Those who like the brand outnumber those who dont by 5 to 1. 
  • Nearly 30% of respondents said the new brand has positively impacted their perception of Kentucky.
  • Nearly 50% of respondents indicated the new brand advertising has made them more likely to visit Kentucky.
  • 36% of non-residents questioned said theyd be more likely to visit Kentucky.
  • To contact reporter Michael Milligan, send e-mail to [email protected].

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