Doe-Anderson, an independent full-service agency with offices in Louisville, KY, and Columbus, Ohio, has crafted a new nationwide tourism campaign that combines barrel-aged bourbon with a touch of style and sophistication.
The campaign, created for Louisville Tourism (GoToLouisville.com), focuses on attracting visitors from cities within a day’s drive or with direct flights to Louisville, such as Atlanta, Austin, Boston, Chicago, Detroit, and St. Louis. It utilizes various channels, including television, radio, print, digital, and out-of-home advertising.
Leyla Touma Dailey, President and Chief Creative Officer, explains the concept behind the “Bourbon City” campaign: “For those who associate their love of bourbon with scenic distilleries, aging barrels, and picturesque pastures, ‘Bourbon City’ may seem like a contradiction. However, amidst that appealing imagery lies a vibrant center, and that center is Louisville, where bourbon meets the world. This campaign invites bourbon enthusiasts to explore it.”
Louisville, recently recognized as one of the best places to visit in 2023 by The New York Times, has seen a surge in tourism driven by the popularity of bourbon. Kentucky is now home to 95 distilleries, up from just 19 in 2009, and the bourbon industry generates an estimated $9 billion annually.
Stacey Yates, Chief Marketing Officer at Louisville Tourism, expresses the campaign’s objective: “This new campaign presents Louisville’s pivotal role in the world of bourbon and as an ideal destination for a weekend getaway, in a fresh and unexpected manner. Bourbon tourism has been the driving force behind our destination’s growth, and this campaign will solidify Louisville’s position as THE Bourbon City.”
Director Matt Bieler, from JOJX, adds, “Traveling is an intoxicating experience. Our senses come alive when we explore a new place. I wanted this campaign to capture that feeling and be as distinctive and surprising as the city itself. It’s a celebration of Louisville, not just as a city, but as a character—an immersive, vibrant world with a rich history, unique texture, fascinating people, and exceptional bourbon.”
Louisville’s reputation as a bourbon destination continues to flourish, with nearly half a million visitors exploring at least one of the city’s bourbon distilleries in 2022—a notable 50% increase compared to pre-pandemic visitation in 2019.
Brand – Louisville Tourism
Chief Executive Officer – Cleo Battle
Chief of Marketing – Stacey Yates
Marketing Director – Michael Fetter
Brand Marketing Manager – Jessica Dillree
Agency – Doe-Anderson
Chief Creative Officer – Leyla Touma Dailey
Group Creative Directors – Miles Harvey, Zach Stewart
Associate Creative Directors – Kamryn Spence, Claudia Bodington
Executive Producer – Laury Christensen
Group Account Director – Claire Tidmore
Account Executive – Mary Charles Leasure
Media Planners – Molly Owens Paul, Melanie Whitman
Production Company – JOJX
Director – Matt Bieler
Production Company Producer – Joe Care
Photography – Dean Bradshaw
Editorial Company – Cabin Editing Company
Editorial Company producer – Mary Stasilli
Editor – Dusten Zimmerman
Music and Sound Design Company – Singing Serpent
Music Producer – Glen Galloway, Jon Spencer
Post Production/VFX Company – Cabin Editing Company
Post Production/VFX Company producer – Dale Nicholls
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