Best Travel Online Video Campaign

Kentucky is a music mecca – from bluegrass and country to rock, rap and everything in between – enjoyed at small venues and major festivals across the state. Yet most were unaware of this rich music scene. To change that, the state created new video spots to increase awareness in top drive markets in Nashville, Memphis, Columbus, Cleveland, Indianapolis, St. Louis, Chicago, Detroit, Atlanta, Charlotte and Washington, DC – and within Kentucky itself.

They specifically wanted to reach two key audiences: families with children and more affluent older couples without them, with household incomes of $75,000+ and $100,000+ respectively. Within these groups, they targeted frequent travelers who take 2+ trips a year and had visited a southern state within the past year. To reach them most effectively, videos were distributed through addressable/satellite TV and connected TV/OTT devices.

To deliver their message, the state partnered with a homegrown talent to become the recognizable “Voice of Kentucky” – adding credibility to their claim. That native son was country superstar Chris Stapleton, a respected artist who is proud to have been born in Kentucky and represents his home in a heartfelt way.

New footage from music performances was blended with scenes representing the state’s diverse appeal, from horses and bourbon to the arts and outdoors, all set to powerful narration by Stapleton. Using a warm, welcoming tone to match Kentucky’s brand voice, these videos show engaging scenes of the music, fun and memories that await in the land of “Unbridled Spirit.”

Contributors:

Senior Vice President, Miles:	Jay Salyers
Creative Director, Miles:	Neal Alfano
Art Director, Miles:	Dustin Williams
Copywriter, Miles:	Larry Lynn
Account Director, Miles:	Cynthia Kendrick
Project Manager, Miles:	Susan Schuldt
Media Director, Miles:	Dave Morehouse
Advertising Campaign Manager, Miles:	Samantha Davis

MILES

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.