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.
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
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.
non-residents questioned said theyd be more likely to visit
reporter Michael Milligan, send e-mail to [email protected].