“There’s Only One” campaign meshes with teams’ unique accomplishment
FRANKFORT, Ky. (March 28, 2012) — There’s only one state that has two college basketball teams in the NCAA Final Four – Kentucky.
In addition, there’s only one state with both a men’s and women’s team still in the NCAA tournament – Kentucky.
This excellence is getting national attention for the Commonwealth of Kentucky, and is being leveraged in the state’s new “There’s Only One” travel and tourism marketing campaign.
Interview requests already have come from such publications as The Washington Post, The New York Times and USA Today. Many radio stations throughout the country have scheduled interviews during the week. Already, ESPN SportsCenter has featured a story that included Governor Steve Beshear, a University of Kentucky graduate; and Lieutenant Governor Jerry Abramson, former Louisville mayor; as well as Lexington Mayor Jim Gray and Louisville Mayor Greg Fischer. In addition, the Governor’s Office and the Kentucky Department of Travel and Tourism have been taking a steady stream of media calls concerning this unique situation. Gov. Beshear and Lt. Gov. Abramson have even recorded a radio spot promoting Kentucky in light of this accomplishment. (Available at http://www.kentuckytourism.com/media/tooradiospot.aspx )
“We’re excited about having the teams from the flagship universities of our Commonwealth in the NCAA Final Four, because basketball is something Kentuckians are passionate about,” Gov. Beshear said. “We may love our basketball best, but there are lots of things we like about Kentucky, and many of them can be found only here. We hope the excitement surrounding the Final Four will help us show potential visitors and even businesses what is special and unique about Kentucky and Kentuckians.”
All this attention bodes well for travel and tourism in Kentucky. “Since there’s only one state that can boast this accomplishment, people are naturally curious to learn more about us,” says Hank Phillips, deputy commissioner of the Kentucky Department of Travel and Tourism and head of marketing efforts. “We are anticipating that curiosity to lead to more inquiries as to what Kentucky has to offer. Our new marketing campaign, ‘There’s Only One,’ provides a traveler with opportunities that exist only in Kentucky.”
Currently, Kentucky has nearly three dozen attractions, places and experiences with the “There’s Only One” designation. They include such world-renowned attractions as the Kentucky Derby and Mammoth Cave; as well as compelling experiences such as touring bourbon country and learning firsthand why Kentucky is the Horse Capital of the World. “People know Kentucky for our horses,” added Phillips. “However, when they find out that we have so many other experiences that can be found no other place on earth, they are pleasantly surprised. Then, once visitors come here the first time, we are likely to see them again, year after year.”
A full listing of the “There’s Only One” designated attractions is available on KentuckyTourism.com. A full listing of the “There’s Only One” designated attractions is available on KentuckyTourism.com. In addition, television commercials may be viewed at: http://bit.ly/GTOiLu.
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