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"Book Now, Bourbon Later" Campaign
Copywriting, Campaign Strategy, Social Media
In 2022, distillery tour attendance peaked at a whopping 2+ million visits for the first time in the Kentucky Bourbon Trail®'s 23-year history. With Bourbon tourism on the rise, Kentucky's world-famous distilleries have gone from walk-in destinations to fully immersive, dynamic experiences. This means that those who wants to sip, savor and explore their way through the Kentucky Bourbon Trail®—without having to wait in lines or risk being told that tours are sold out—needs to make plans well ahead of time.
To help KBT® and KBTCT® distilleries meet growing visitor expectations and ensure whiskey lovers from around the world can fully immerse themselves in all that Kentucky’s distilleries offer, I teamed up with my friends at Onefold to create a strategic awareness campaign for the Kentucky Distillers' Association.
The "Book Now, Bourbon Later" campaign asks visitors to book ahead of time to make the most of their Kentucky Bourbon Trail® experience, inviting them to enjoy the world's very best Bourbon attractions responsibly.
In addition to creating social media posts and blog content to help spread the word, participating distilleries also promoted the campaign, which in November 2023 was awarded a gold Traverse Award from the Kentucky Travel Industry Association (KTIA).
