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

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

Evolution of the Idea

 

 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Georgetown. All were designed to help them wear their brand like a second skin.

• Become hub for Kentucky Bourbon-Georgetown’s historical connection to bourbon in Kentucky is unmatched. No other destination in Kentucky can boast as the origin of Kentucky Bourbon to the degree that Georgetown can. Listed below are a few recommended strategies for furthering the bourbon story in Georgetown.

  • Lobby to have the Bourbon Trail designate Georgetown as the hub once the site/story is developed.

  • Establish a facility for distillers throughout Kentucky to tell their history, provide directions and tour times, promote products, etc.

  • Query the distillers association during the conception stage of the attraction.

    
    
    

• Georgetown's share of the horse- In researching Georgetown’s relationship to the Kentucky Horse Park, we looked for ways to capitalize on events taking place at the Horse Park and sought strategies that will enable Georgetown to provide visitors an experience with horses that is unique to the destination. Georgetown’s proximity to Lexington allows the destination to benefit from Lexington’s dominant horse association. Our strategic goal was to find ways to have Georgetown capture its share of affinity with the horse.

 

 

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.