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.
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.
Results within the first year:
hotel occupancy grew
4.5%
visitor spending jumped
$11 million
$60 million
in total visitor spending due to marketing
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.
CLIENT:
Northern Kentucky CVB
PROJECT:
Rebranding
SERVICES UTILIZED:
Advertising, Branding, Digital + Direct