Evolution of Bourbon Branding Earns Accolades

LOUISVILLE, Ky. (Nov. 30, 2023) – The Kentucky Travel Industry Association recently held their annual Traverse Awards recognizing travel professionals in Kentucky for their talents, creativity and effectiveness in marketing and public relations.

Of the eleven awards won by the city’s destination marketing organization, Louisville Tourism, seven represented the utilization of Bourbon as a primary driver for visitation.

“Louisville first incorporated Bourbon in its marketing strategies in 2007 when it was really an aspirational brand as the ‘Gateway to Bourbon Country’ before distilleries had visitor experiences in the city. With nearly 20 bourbon attractions now available, our ad agency Doe-Anderson developed a new campaign that fully integrated Louisville’s growing international reputation as THE ‘Bourbon City,’” said Michael Fetter, Director of Marketing.

The Bourbon City 2.0 Campaign won awards for:
- Digital Advertising
- Out-of-Home Advertising
- Marketing Campaign
- Radio or TV Broadcast Advertising
- Video/Podcast
- PR Initiative
- Radio/TV Broadcast Advertising

Additional awards were garnered for:
- Hot Brown Week – Destination Management
- Jack Harlow Sweepstakes
- 150th Kentucky Derby Kick -off
- 2023 Visitor Guide with Bri Bowers cover – Best Print Publication

The event was held November 8-10 in Bowling Green and was attended by hundreds of tourism leaders from across Kentucky.

Kentucky travel and tourism businesses and marketing organizations vie for Traverse Awards in 11 categories. The Traverse Awards are judged by a panel of out-of-state travel and tourism industry experts. Award criteria include concept, creativity, results and impact. A total of 199 entries were submitted from throughout Kentucky for the competition. View a complete list of Louisville Tourism’s KTIA Traverse Awards here.