Key Challenge
A balancing act. Georgetown needed to set a course for future tourism development. It also needed to package and promote what it currently had to offer.

Critical Insight
Georgetown has potential to possess some of the key, positive attributes associated with Kentucky: horses, the original home of bourbon, antiques and bluegrass music.

Brand Strategy
Position Georgetown as the place to comfortably experience essential Kentucky – A Kentucky Treasure.

 

Initial Concepts:

Evolution of the Idea:

 

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Results

• RevPAR is up 23.6% for 2005

• In addition to tourism, the city has adopted the brand identity and is using it on all appropriate city property - fire trucks and water towers included.