Louisville Tourism’s diplomat program, The 1778 Society, was designed to turn hospitality industry leaders into advocates for the city, but its message wasn’t reaching the right audience or driving overall membership.
Transforming a traditional brand diplomat society into an envy-inducing, invitation-only social club.
As Louisville Tourism’s AOR, we fully rebranded and reimagined the city’s diplomat society as a members-only social club. A new name, a new look and a new purpose that perfectly aligned with what our target audience was really looking for (not just a membership but an experience).
Unlock:The key to the city
The subtle iconography of a secret society. The chic palette of a speakeasy. An elevated air of exclusivity. And a logo that’s literally a key to the city – brought to life as a lapel pin, it’s your ticket into society events. At launch, we hand-delivered the pin – packaged alongside a cryptic QR code – to nonmembers we were intent on converting.