Cultivating Kentucky Tourism: Bringing Nature into Focus
Overview:
Oldham County Tourism asked us to create a brand strategy that could unite Kentucky’s major botanical gardens into one cohesive experience. Their goal was to launch a new tour program that connected 12 gardens across the state, something that had never been done nationally.
The Result:
We built the brand from the ground up. This included design, positioning, photography, video production, and a new website to introduce the Kentucky Garden Trail. With a strong brand in place, we produced campaigns to build awareness throughout the Midwest and inspire visitors, families, and casual explorers to “Discover Something New.” This helped bring thousands of visitors to the trail and highlighted one of Kentucky’s greatest strengths: its natural beauty.
After launch, the work was submitted to the Kentucky Travel Industry Association and received several major honors.
Building a Unified Garden Experience
Brand & Site DesignCreating the Kentucky Garden Trail meant developing a brand that captured the spirit of exploration for families, students, and garden lovers of all ages. Working closely with the client, we shaped a visual direction rooted in Kentucky’s native flora.
The logo features a hand-drawn iris, setting the tone for a brand that feels warm, detailed, and personal. This style extended across every item in the program, including the award-winning passport, stickers, tote bags, shirts, and prizes. Each stamp and floral illustration was drawn by hand and tied to its specific garden, giving visitors a sense of place before they ever arrive on-site.
Guiding Visitors With Clear and Inspiring Content
Content StrategySince the trail is a hands-on experience, content played a major role. We created a detailed passport journal and garden pages that include trip-planning tips and ready-made itineraries. Many gardens also feature custom digital maps designed by our team.
Every piece of content was built to be useful, easy to follow, and emotionally engaging so visitors can plan their journey with confidence.
Designed for Simple, Seamless Exploration
User-First Web DevelopmentThe Kentucky Garden Trail website was built on Hatfield’s custom CMS, designed with SEO and analytics in mind. The site delivers strong performance and a smooth user experience, making it easy for visitors to quickly find what they need.
A custom filter tool allows users to sort and explore the 12 gardens based on their interests, making the entire experience intuitive and accessible. This website later earned Gold recognition from KTIA.
Capturing Nature’s Story
Photography & Video ProductionFor a project centered on nature, our goal was to let the landscapes speak for themselves. Our photo and video team highlighted the character and beauty of each garden, capturing what makes every location unique. The video work, which earned Silver from KTIA, became a core part of the campaign and helped bring the trail to life for new audiences.
Bringing the Trail to New Audiences
Digital Strategy & Social Media CampaignsA key objective was expanding awareness beyond Kentucky. Our digital team ran targeted campaigns on Google and Meta platforms, focusing on audiences in surrounding states who showed interest in travel, nature, and regional attractions.
This strategy helped drive new visitors to the trail and positioned the Kentucky Garden Trail as a standout Midwest experience that now has state-level recognition behind it.
Awards & Recognition
Digital Strategy and Social Media CampaignsGold:
- Website
- Passport Specialty Items & Merchandise (stickers, shirt etc.)
Silver:
- The Trail Concept
- Passport Journal & Discovery
- Video & Campaign Development
