Cultivating Kentucky Tourism: Bringing Nature into Focus
Overview:
Oldham County Tourism came to us with one simple request—create a completely original, one-of-a-kind brand strategy that brings together each of the major botanical gardens in Kentucky. They were looking to create a brand new tour program that ties together 12 different gardens into one comprehensive experience for both visitors and locals of the state that, up until this point, had never been done anywhere in the country.
The Result:
From scratch, we developed the brand’s design, positioning, produced photography and videography assets, the website, and everything else needed to introduce a new kind of trail to Kentucky. With the brand in place, we developed strategic campaigns to drive brand awareness within the Midwest and drive green-thumbed adventurers, casual explorers, and everyone in-between to “Discover Something New”. The result was a transformative tourism program that drives thousands of visitors towards bringing into focus one of our most valuable commodities: beauty in nature.
Planting the Seed for a Unified Garden Experience
Brand & Site DesignIn helping to build the Kentucky Garden Trail from the ground up, the aim was not just to create cohesive branding, but also to craft a brand that accurately embodied the spirit of exploration for students, families, educators, and scholars alike. Collaborating closely with the client, a vision was shaped to make the allure of garden exploration an experience to cherish.
Starting with the logo, a native flower—the iris—was selected and hand-drawn by one of our talented in-house graphic designers, setting the tone for the brand's aesthetic. This meticulous attention to detail extended across all project elements, including the botanical garden passport, progress stickers, tote bags, t-shirts, and prizes. Each floral detail and stamp was hand-drawn to reflect the specific garden's location, enhancing the experience with a personal and local touch. This comprehensive design approach ensured that each visitor's journey would feel both elegant and inviting, with the spirit of adventure igniting right from the moment they engage with the site, well before they set foot in the gardens.
Guiding Explorers with Engaging Garden Narratives
Content StrategySince we were working to build a program that is largely experiential, we knew that content was KEY. Both in building out a botanical garden passport that gives visitors a physical connection to each garden, and in making sure they have all the information needed to plan their trip from start to finish. Each Garden page not only provides details of the garden, they also include full itineraries for visitors near and far to plan their entire trip. We prioritized making comprehensive content that not only makes it easy for visitors to navigate, but also connects with them emotionally. We even handcrafted digital maps for many of the gardens that are each viewable on the site.
Crafted for Curiosity: Seamless Exploration
User-First Web DevelopmentAs with all of our sites, Kentucky Garden Trail’s website was built using Hatfield’s custom in-house content management system, providing a custom framework and architecture that was built with an SEO/Analytics first mindset. The site enjoys maximized performance that not only improves search engine results but also ensures that visitors can do what they need without the site getting in their way. We also built a custom feature that allows visitors to quickly filter between the various Botanical Gardens across the state, helping them to get what they need based on their interests.
Exploring Nature's Canvas Through Lens and Screen
Photography & Video ProductionWith the Kentucky Garden Trail, we know that it’s best to get out of the way and let nature do the talking. This philosophy drove the emphasis on photography and video as the core focus across all aspects of the program. The team excelled in capturing the unique character of each garden, highlighting details that distinguished them from one another. Despite the shared elements of trees and flowers, the individuality of each garden was expertly showcased through imagery, ensuring that every location felt special and worth visiting. This visual storytelling ties together all components of the campaign, providing visitors with a glimpse of the exceptional experiences that await them on the trail.
Sowing Seeds of Engagement Across Digital Grounds
Digital Strategy & Social Media CampaignsIn addition to increasing awareness within Kentucky, getting tourists and travelers from surrounding states to discover the trail was a key objective from the project's outset. Our digital media team was able to leverage ad campaigns across Google and Meta (Facebook & Instagram) and deliver those to folks based on demographic and interest-based targeting in key markets. This was able to drive brand awareness amongst our key audiences and, when travelers are ready for their next Midwest adventure, the Kentucky Garden Trail should be at the top of their mind.
