Bourbon City

Barrel-aged bourbon mixed with a splash of style and sophistication is the recipe for a new nationwide tourism campaign crafted by Doe-Anderson, an independent full-service agency with offices in Louisville, KY, and Columbus, Ohio.

Created for Louisville Tourism (GoToLouisville.com), the Bourbon City
campaign targets cities within a day’s drive or with direct flights to the city,
including Atlanta, Austin, Boston, Chicago, Detroit, and St. Louis.
Multichannel elements include television, radio, print, digital and out-of-
home.

”’Bourbon City’ seems quite the contradiction for those whose love of
bourbon is grounded in images of scenic distilleries, aging barrels and
picturesque pastures,” explains Leyla Touma Dailey, President and Chief
Creative Officer. “While all of that is true, there’s a vibrant center to that
irresistible imagery, and that somewhere is Louisville - where bourbon meets
the world. This campaign invites bourbon fans to explore it.”

Recently named one of the best places to visit in 2023 by The New York
Times, Louisville is home to a growing tourism scene fueled by a love of all
things bourbon. Today, Kentucky is home to 95 distilleries, up from just 19 in
2009. The bourbon industry now generates an estimated $9 billion annually.

“This new campaign showcases Louisville’s central role in the world of
bourbon — and a weekend getaway – in an elevated and unexpected way,”
says Stacey Yates, Chief Marketing Officer at Louisville Tourism. “Bourbon
tourism has been leading the growth of our destination and this campaign
will cement Louisville’s role as THE Bourbon City.”

Director Matt Bieler, of JOJX, notes, "Traveling is intoxicating. All of our
sensors tingle when we visit a new place. I wanted this campaign to embody
that feeling and be as unique and surprising as the city we were capturing.
It’s a celebration of Louisville, not only as a city but as a character, a living,
breathing world ripe with history, texture, interesting people, and
exceptional Bourbon.”

Louisville’s Bourbon stature continues to develop with nearly half a million
guests visiting at least one of the city’s Bourbon distilleries in 2022, a sharp
increase of 50% when compared to visitation prior to the pandemic in 2019.