ATLANTA New West and Fitzgerald + Co. have been selected to develop an integrated image campaign for the Commonwealth of Kentucky. The two-year contract begins July 1 and totals approximately $14 million, according to New West.
Louisville, Ky.-based New West said that it would develop all advertising and public relations materials for the client. Interpublic Group's Fitzgerald in Atlanta will handle image development and media planning and buying. The partners were chosen following a review that involved 18 undisclosed agencies, sources said.
Kentucky is believed to be one of the few states to combine its advertising, public relations and marketing budgets from all state agencies and cabinets under one contract, according to New West. Both shops will work with all state cabinets and agencies, including the Kentucky Department of Agriculture, to coordinate communication efforts.
"Having one single brand makes a lot of sense for the state, and it will save tax dollars," noted Becky Simpson, chief executive officer at New West. "It also allows leadership to track meaningful outcomes like attitude changes among prospective businesses and visitors."
Kentucky Governor Ernie Fletcher said that the goal of the upcoming campaign would be delivering a unified message that captures the pride and passion Kentuckians have for the state. In so doing, the state hopes to attract more businesses, travelers and residents.