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Northern Kentucky CVB: Rebranding

Branding that truly connects drives $60 million in visitor spending

Few prospects knew Northern Kentucky (NKY) as a destination, primarily because NKY is not an immediately identifiable place on the map. Instead it is a region made up of several counties and cities. But NKY is a choice destination as declared by 95% of the meeting planners who held a meeting in NKY and said they would return because of the amenities, the remarkable Northern Kentucky CVB service and how the CVB staff connected the meeting planners and attendees with the right venues, hotels, restaurants, etc.

meet nky billboard

EMA’s solution was a brand overhaul with a new visual identity and new messaging based on comprehensive research including internal assessments, competitive marketing audits, in-depth interviews and focus groups. Using the message “Find, Explore, Compare, Connect” with the payoff “meetNKY”, the brand walks the meeting planner through the decision process in a comfortable, colloquial way.

meet NKY admeet NKY admeet NKY admeet NKY collagemeet NKY landing page

Results within the first year:

hotel occupancy grew

4.5%

$1 on marketing = $14 in visitor spending

visitor spending jumped

$11 million

$60 million

in total visitor spending due to marketing

BAF-drivers-icons

Key brand as friend driver: connecting

Through friendly, bend-over-backwards service, the NKY CVB staff creates meaningful relationships with meeting planners and attendees and connects them with the things that are relevant to their needs and interests in the NKY region. The marketing reinforces this notion and highlights the numerous amenities and entertainment that visitors enjoy connecting with in NKY.

About Brand as Friend Learn more about Brand as Friend

Artboard 1

CLIENT:

Northern Kentucky CVB

PROJECT:

Rebranding

SERVICES UTILIZED:

Advertising, Branding, Digital + Direct

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