Sunday, March 18, 2001

What's the Buzz?

Kentucky to test market tourism promos

        “Kentucky. It's that friendly.”

        Cincinnati will be one of the test markets for television spots featuring the commonwealth's new tagline, starting in mid-April.

        Other test markets for the television and print ads will be Dayton, Indianapolis and Nashville, said Kentucky tourism officials.

        Overall, the campaign will cost about $2.3 million, said Ann Coffey, deputy commissioner of the state's Department of Travel.

        The centerpiece of the campaign is a 30-second TV spot featuring a squirrel that carries a golf ball out of the woods and onto the fairway.

        One of the print ads shows two racehorses allowing “After You” to each other during the homestretch.

        The tagline was unveiled last fall in some radio advertisements that produced an “unprecedented” 8 percent unaided recall, Ms. Coffey said.

        “If there's something that resonates with people, then you're way ahead of the game,” she said, noting it was part of the “longtime goal of branding the state of Kentucky.”

— Cliff Peale

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