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Distilling the Essence of a City

See how we worked with Louisville Tourism to tell the city’s story in a new, old-fashioned way.

Background

For decades, Louisville had been synonymous with the Kentucky Derby, the Slugger Bat, and, of course, The Greatest – Muhammad Ali. Not bad by any means, but the city has tons more to offer: awesome music, art, great food and festivals – and a unique combination of progressive culture and good old-fashioned Southern hospitality.  

Louisville Tourism came to BCH seeking fresh new ways to tell the story of the city – but with so much good stuff going on – we had to find an idea that captured the spirit of it all. And whaddya know? A spirit was exactly what we needed. 

 

Industry

Destination Marketing

Services

Branding
Creative Development
Media Planning
Digital Media
Social Media
Public Relations

Strategic Approach

In the early 2000s, bourbon was beginning to become a major tourism driver in Kentucky. BCH worked with Louisville Tourism to create a “Bourbon Country” campaign, inviting people to base their bourbon excursions out of the city due to its lodging, dining and entertainment options – plus its proximity to bourbon-centric destinations like Bardstown. 

Then in 2013, something game-changing happened. Bourbon brands began building distillery experiences in Louisville, giving fans easier access to the bourbons they loved – without having to leave town. Before you knew it, Louisville was becoming the epicenter of all-things-bourbon.

 

Creative Solution

Following the success of the Bourbon Country campaign – and the momentum created by more and more bourbon brands building distillery experiences in the heart of the city, the answer became clear: Louisville isn’t just a nice place to base your bourbon travels out of. Louisville is the destination itself: Louisville is Bourbon City. 

Needless to say, this simple idea opened up a new chapter in the Louisville story, and the impact it has had on the larger culture – from the culinary scene to events – has been profound. To people all over the world, Louisville is now thought of as Bourbon City.

Results

Visitors Welcomed

17M
A new record

Travelers that said they’ll definitely return

98%

YoY in RFP submissions

50%
for convention/meeting planners

2022 marks first year since pandemic when hotel bookings exceed 2019 rates

which, then, were the highest in a decade