Bourbon, Food, Craft Beer, and Horse Racing
The Branding of Louisville as a tourism destination has been an evolution. Marketing is focused on the leisure traveler business as well as the convention and group travel business. Our strategy was to accept our limitations, no beaches or mountains, and position Louisville as a viable long weekend opportunity for leisure. We also recommended that marketing Louisville as a viable convention option would be to market the city in the same way as we market it to leisure travelers.
The first step was to “create” and “brand” a place we called Bourbon Country. And to position Louisville as the gateway to and first stop on the Kentucky Bourbon Trail. The Kentucky Bourbon Trail is a tour showcasing distilleries in Kentucky similar to wineries in Napa/Sonoma California.
BCH also created the Urban Bourbon Trail, giving the city an experience unique to Louisville. Our next step in the evolution was to establish Louisville as the Culinary Capital of Bourbon Country leveraging thought leaders with a partnership…the prestigious publication, Saveour Magazine.
The re-branding of Louisville is completed with a brand built around 3 unique pillars for Louisville…southern-ness…bourbon…culinary. This allows Louisville to celebrate its uniqueness which is very important to leisure travelers as well as convention/meeting planners.
Louisville is “Different” – a one-of-a-kind place, built around those 3 unique pillars giving individuals, families, groups, conventions – everyone – a “different taste” of food, cocktails, baseball, horse racing and life in general.
|Project||Re-Branding / Website / Print / Digital|
|Deliverables||Research / Planning / Design / Creative / Social / Media|
|Business Segment||Destination Travel|
The ResultsBack to Top
Louisville is now firmly established as the epicenter to all things Bourbon. Bourbonism, as it is now referred to, is a key driver for visitors to Louisville. And Louisville is now the 10th stop on the Kentucky Bourbon Trail. There are 11 distilleries in Louisville. The impact of our Branding for Louisville is paying off. Visitations have increased from 20 million in 2007 to 23.2 million in 2014, a 16% increase. More importantly, visitor spending has increased 12%.
“BCH has truly helped us bring all parts of our organization under a single Branding umbrella and you can see the difference.”Karen Williams, President/CEO