Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
PROBLEM: Bardstown, Ky offers the ultimate bourbon getaway. For generations the distillation of bourbon has been an intrinsic element of the community, developing a unique culture associated with the spirit. Owing to the current bourbon boom, many other destinations in the state are promoting similar experiences related to Kentucky’s famed spirit. Bardstown needed a way to differentiate itself and authentically live up to its trademarked tagline the “Bourbon Capital of the World.”
SOLUTION: To drive awareness and visitation, Visit Bardstown developed the Bardstown Collection, leading six of its distilleries – Bardstown Bourbon Company, Heaven Hill, James B. Beam, Luxe Row, Log Still, Preservation Distillery + Farm who rarely collaborate, to produce a one-of-a-kind bourbon series. Each created a hand-selected, premium bourbon available only in Bardstown. The limited-edition bourbons were used as a promotion tool, released on the weekend of April 14, 2023, with a special event as well as experiential activations at each participating distillery to celebrate the launch as well as develop new tours around the collection through the end of summer.
GOALS:
• Increase awareness of Bardstown as an authentic destination for premium bourbon experiences by generating more than 15 million incremental impressions.
• Increase arrivals to the destination during spring/summer 2023.
KEY MESSAGES
• For generations, the production of bourbon in Bardstown has developed a unique culture within the community associated with the spirit.
• Bardstown is the Bourbon Capital of the World, providing an authentic setting to be immersed in premium Bourbon experiences.
TARGET AUDIENCE: Emerging affluents and bourbon connoisseurs with HHIs between $120k - $249k from drive markets and direct flight markets to Louisville, Bardstown’s closest airport.
TACTIC: Exclusive media FAM for writer from key target media outlet to cover the 2023 Collection before anyone else.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Secured an exclusive media visit from target outlet Garden & Gun resulting in a 1,365-word feature article published April 11, 2023, just before the launch featuring key messaging. The feature about Bardstown highlights the six distilleries in the Collection, as well as the best ways to enjoy a trip to The Bourbon Capital of the World. The piece notes a variety of dining options in town, as well as lodging for overnight stays in the area.
Tom Wilmes covers travel, whiskey and Kentucky’s bourbon industry for Garden & Gun. He was hosted for 3 days in Bardstown, visited the distilleries in the Collection, and local attractions/dining
Assignment: Digital exclusive posting in early April prior to release. Feature the Collection and collaborative efforts of distilleries in celebrating their home base while also highlighting select restaurants, lodging, and other top spots that make Bardstown a bourbon lover’s dream destination.
Garden & Gun is the quintessential magazine for the souther U.S. It is a field guide to living a life more engaged with the land, literature, music, arts, traditions, and cuisine of the South. UMVs: 291,963
Ad Value of the article: $55,000
The increase in arrivals goal to the destination was reached through bringing more individuals to Bardstown during the release events, which brought more than 500 visitors to the area in one weekend.
As a part of the 2023 Bardstown Collection campaign, a new dedicated touring product was created by Mint Julep Tours to provide an additional newshook, and contributed to increased arrivals. Four two-day VIP experience tours were implemented with dates from May through September, with each departure bringing 20 incremental affluent Bourbon Connoisseurs to the destination. All tours sold out within days of their launch, resulting in 80 additional visitors to Bardstown, spending more than $180,000 within the destination.
All 2,850 bottles of the 2023 Collection available for purchase were sold.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Held 4 Mint Julep x Bardstown Collection tours (20 ppl/per bus) – sold out within the week. Ticket sales amounted to $67K before bottle sales. During the tours, 73 sets of the Bardstown Collection were sold, as well as rare bottles of bourbon from each distillery allocated specifically for these bourbon aficionados. Here are a few takeaways from participating distilleries:
• Lux Row saw an approximately $30,000 impact from these tours.
• James B Beam sold 80 bottles of the Bardstown Collection during these tours.
Allocated at least 350 bottles from each distillery (most more than 500) – almost every distillery sold out of bottles during the release weekend, and any remaining were sold to Mint Julep Tour attendees. Here are a few takeaways from participating distilleries:
• Lux Row Distillers saw an incremental revenue increase of more than $83,000 due to the Bardstown Collection campaign.
• James B Beam saw $27,661 in sales on the release day alone. James B Beam also saw a boost in sales in other limited-edition bottles in the gift shop during this campaign totaling $61,793.
In addition, $120k was raised through sales of the Bardstown Collection, which was given to charities and scholarships in Nelson County.
Entry Title
Visit Bardstown/Bardstown Collection: Garden & Gun Feature
Division
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Category
Public Relations/Communications