Owning the Bourbon Capital Crown
Bardstown, Ky., is home to the world’s most famous bourbon distilleries, including Jim Beam, Heaven Hill and Maker’s Mark. Yet, for many years, the town focused its message on being named “America’s most beautiful small town.” While it made Bardstown boosters feel good, it failed to compel a broad audience to stop by. We knew we needed to reposition this bluegrass gem to drive overnight visitors.
- Media Strategy and Planning
- Media Buying
- Search Engine Marketing
- Offline Media
- Art Direction
- Brand Positioning
- Brand Messaging
- Consumer Research
- Digital Advertising Development
- Media Relations
By the numbers
Bourbon comes from Bardstown
It’s not unusual for tourism bureaus to feel they must communicate everything they have to offer. But trying to say “there’s something for everyone” generally ends up appealing to no one.
To capitalize on interest in America’s native spirit, we reinvented Bardstown as “the Bourbon Capital of the World.” “Bourbon Comes from Bardstown” made it clear that Bardstown is the epicenter of the bourbon boom.
Maximizing minimal media spend
To optimize exposure with a small budget, we focused on metro markets with populations of more than 1.5 million within a one- to three-hour drive from Bardstown. Here we leveraged geofenced digital media, outdoor boards and on-premise bar and restaurant opportunities in neighborhoods where our target audiences enjoyed nightlife so we could inspire them to plan an overnight visit to Bardstown.
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