October 29 , 2007

Research Shows Year 3 of “Kentucky Unbridled Spirit"
Is an Unbridled Success

Kentucky Department of Tourism News Release

Contact: Randy Fiveash
502-564-4930

FRANKFORT, Ky. (Oct. 8, 2007) – For the third year in a row, the “Kentucky Unbridled Spirit” brand is the most widely known state brand in this region of the country. According to recently conducted independent research, nearly two of three people in a ten state region were able to identify the Kentucky brand, the highest recognition among those states tested. Also, for the third year in a row, both awareness of the brand and its appeal increased both inside and outside Kentucky.

Thanks to the branding campaign and the subsequent tourism promotional efforts, the overwhelming majority of both residents and non-residents questioned indicated they believe Kentucky is a “better place to visit” (90%), “more friendly” (81%), and “more modern” (81%) than it was just several years ago. In fact, nearly two-thirds (64%) said they have a better impression of Kentucky than they used to. Those people who were questioned said they liked the brand because it accurately describes the state, relates to horses, and portrays a variety of aspects that make Kentucky great.

“A brand by itself will not get more visitors to Kentucky,” says Tourism Commissioner Randy Fiveash. “However, ‘Kentucky Unbridled Spirit’ is an ‘attention-getter’ that makes people feel good about Kentucky, and then leads them to look more closely at our attractions. Once they see what we have to offer, we have them hooked, and they want to keep coming back”

Fiveash says he was particularly excited about the high satisfaction rankings that visitors gave after a stay in Kentucky. The best scores were in such categories as “Overall satisfaction,” “friendliness of employees” and “likelihood to recommend to a friend.”

The variety of Kentucky’s attractions also scored high in the research. Some of the highest scores went to Kentucky’s rich pioneer history and variety of activities, events and attractions. The descriptions by visitors included, “pretty country,” “beautiful,” “good place to live or visit,” “horses,” and “lots of things to do or see.”

“Brand experts say a good slogan or brand should be unique, specific to the destination and a visible and integral part of all state communications,” said Jerry Henry of Jerry Henry and Associates, which conducted the research. “It should reflect the state’s values, main appeal, character and personality while inspiring people to visit, live there and learn more. Based upon the results of this third brand measurement study in as many years, Kentucky’s “Unbridled Spirit” brand does all of that, and more.”

“You have to be able to measure a brand’s effectiveness,” said Fiveash. ”This research shows positively that ‘Kentucky Unbridled Spirit,’ in conjunction with our tourism promotional efforts, have improved the image of the Commonwealth.”

The “Kentucky Unbridled Spirit” brand is included on all state stationery, brochures, advertisements, Web sites and other materials. In addition, more than 100 local communities, tourism organizations, chambers of commerce and economic development organizations use the brand, as do several Kentucky businesses.

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