Reviving the Love for Road Trips in Kentucky
The “Joy Ride” campaign is a unique initiative designed to revive the declining popularity of road trips in the scenic state of Kentucky, famous for its picturesque Bluegrass landscapes. The campaign focuses on promoting the lesser-known, charming routes and hidden gems within the state, urging travelers to rediscover the well-maintained paths and the innumerable experiences they offer.
Embracing the Journey on the Open Road
By adopting a vintage aesthetic for its travel posters, the campaign highlights over a dozen quaint towns, counties, and attractions, urging travelers to savor their journey rather than merely focusing on arriving at their destination. The captivating illustrations and taglines provide a sense of nostalgia, inviting prospective visitors to explore the various aspects these lesser-known locales offer.
Appreciating the Local Culture, History, and Wonders
The Joy Ride campaign emphasizes the importance of appreciating and engaging with each stop along the way, showcasing the local culture, history, and natural wonders of the Bluegrass State. By highlighting these aspects, the campaign aims to inspire tourists to visit the unique attractions present in every city and immerse themselves in the beauty of rural America.
Short Film Featuring Mike Wolfe and Leticia Cline
The short film, spearheaded by the host of American Pickers, Mike Wolfe, and preservationist Leticia Cline, forms the core of the campaign. The film showcases picturesque back roads and points of interest, such as horse farms, bourbon distilleries, town squares, nature reserves, and historic homes. The focus on hidden beauty and historical significance aims to entice viewers to embark on their road trip experiences.
Spotlight on Well-Known Cities and Hidden Gems
The campaign does not solely focus on popular cities like Lexington, Georgetown, and the state capital Frankfort; it also sheds light on lesser-known locales like Winchester and Harrodsburg, bringing attention to the unique experiences each city offers. The wide range of events and activities available in the region cater to different tastes and preferences of visitors.
Collaboration among Tourism Groups
The Joy Ride campaign initiates collaboration among 15 tourism groups in the Central Kentucky-based cooperative, leveraging a $1 million post-Covid federal grant to revive the hospitality industry. The campaign signifies a shift in the industry as rivalry gives way to cooperation. This cooperative approach enables all stakeholders to benefit from pooling resources and expertise, attracting more visitors and bolstering the region’s economy.
Cohesive and Engaging Content is Key
As more destinations collaborate, emphasizing engaging narratives that showcase unique experiences becomes essential. This campaign offers a model on how to develop content that highlights partnerships and reasons why combined destinations should feature on travelers’ bucket lists.
National Exposure to Hidden Gems
By providing national exposure for certain towns and attractions for the first time, the Joy Ride campaign encourages the growth of the tourism industry in Kentucky. Showcasing hidden gems that might have remained unnoticed diversifies the range of experiences on offer for visitors to the state.
Paving the Way for Future Collaborations
This significant initiative acts as a trailblazer in fostering collaboration between hospitality marketers in Central Kentucky. The campaign illustrates the benefits of pooling resources and expertise, ultimately drawing more visitors to the region and strengthening the local economy by showcasing the unique experiences and attractions Central Kentucky has in store.
Frequently Asked Questions
What is the purpose of the “Joy Ride” campaign?
The “Joy Ride” campaign aims to revive the declining popularity of road trips in Kentucky by promoting lesser-known, charming routes and hidden gems within the state. It encourages travelers to rediscover well-maintained paths and the multitude of experiences they offer.
What aesthetic does the campaign adopt?
The campaign adopts a vintage aesthetic for its travel posters, highlighting quaint towns, counties, and attractions. This approach provides a sense of nostalgia, urging travelers to explore and appreciate the journey rather than solely focusing on their destination.
Who are the hosts of the short film featured in the campaign?
The short film is hosted by Mike Wolfe, from the TV show American Pickers, and preservationist Leticia Cline. The film showcases picturesque back roads, points of interest, and hidden beauty in Kentucky.
Does the campaign only focus on popular cities in Kentucky?
No, the Joy Ride campaign not only showcases well-known cities like Lexington, Georgetown, and Frankfort, but also brings attention to lesser-known locales such as Winchester and Harrodsburg, highlighting the unique experiences each place offers.
How is the Joy Ride campaign funded?
The campaign leverages a $1 million federal grant allocated to revive the hospitality industry in Kentucky post-Covid. It fosters collaboration among 15 tourism groups in Central Kentucky, pooling resources and expertise to attract more visitors and strengthen the region’s economy.
What impact does this campaign have on future collaborations?
The Joy Ride campaign acts as a trailblazer, demonstrating the benefits of collaboration among hospitality marketers in Central Kentucky. The campaign encourages pooling resources and expertise, ultimately drawing more visitors to the region and strengthening the local economy by highlighting unique experiences and attractions.