Incumbent Holds Serve In Kentucky

Creative Alliance last week retained the Kentucky Tourism Development Cabinet advertising account against two other Louisville, Ky., finalists, Paul Schultz Advertising and Ott Communications.
The win gives incumbent CA an unprecedented eight years of in-state tourism work. Kentucky’s largest agency has successfully defended the account three times.
The one-year, renewable contract to provide advertising and public relations services is worth an estimated $3.5 million. The Kentucky Department of Travel campaign budget is $2.6 million, a 30 percent increase. The remaining $900,000 is allotted for advertising for state parks and fairs.
Ann Latta, secretary of the KTDC, said, “Creative Alliance once again distinguished itself with a very thorough and innovative presentation . . . [and] they had stiff competition. We certainly don’t lack for creative talent in Kentucky.”
Seven shops originally pitched, with three called back for the finals.
Bob Stewart, commissioner of the state’s department of travel, said, “Creative Alliance developed an excellent road map for . . . promoting Kentucky as a destination for out-of-state travelers. [They] also developed ways to expand our budget through. . . cross-promotions and corporate involvement.”
Kentucky’s tourism budget is dwarfed by many of its neighbors. CA’s latest campaign targets travelers from nearby states who want abbreviated getaways within a comfortable driving distance. Television spots featuring the Everly Brothers’ song, “All I Have to Do Is Dream,” began running early this month. A print campaign also incorporates the two natives of the state.
The agency is also designing a Web site that will allow travelers to plan their Kentucky itineraries.
“This account means a lot to us,” CA chief executive officer Debbie Scoppechio said. “It was one of our first major accounts and has been a labor of love ever since.”