The Kentucky Department of Tourism announces the launch of its new statewide campaign, “Find What Moves You,” inviting travellers to experience the diverse spirit of the Commonwealth. From thrilling outdoor adventures to peaceful retreats, Kentucky offers a wealth of opportunities for exploration, discovery and connection.
“The ‘Find What Moves You’ campaign is more than just a tagline. It is a mindset,” said Mike Mangeot, Commissioner of the Kentucky Department of Tourism. “It speaks to the universal desire for adventure, transformation, and the pursuit of passion. Through this message, Kentucky aims to inspire visitors to explore and be moved – whether physically by our vast landscapes, emotionally by our rich culture or spiritually by our authentic experiences.”
Governor Andy Beshear shared his excitement for the initiative, saying, “Kentucky is a place where people can truly connect with nature, each other, and themselves. The “Find What Moves You” campaign is a celebration of everything that makes our state unique, from the beauty of our landscapes to the warmth of our people. We invite everyone to come experience it for themselves.”
The campaign encourages visitors to step outside their comfort zones and embrace new experiences that truly move them. Inclusivity is also a central theme of the campaign, reflecting Kentucky’s commitment to creating a welcoming environment for all travelers, regardless of background, ethnicity, or ability. The “Find What Moves You” campaign celebrates diversity through authentic storytelling, targeted messaging, and creative executions that feature individuals from all walks of life.
Brand Pillars Driving the Campaign
The “Find What Moves You” campaign is anchored in four key pillars that represent the essence of Kentucky:
- Exploration: Encouraging travelers to step outside their comfort zones and discover the wide variety of experiences Kentucky offers, from outdoor activities to cultural discoveries.
- Authenticity: Emphasizing Kentucky’s deep-rooted traditions and creating authentic connections between visitors and local communities.
- Connection: Inspiring meaningful relationships between visitors and residents, particularly those who share a passion for exploration and adventure.
- Inspiration: Empowering travelers to follow their passions and dreams while immersing themselves in Kentucky’s beauty, culture, and diverse landscapes.
The campaign’s creative execution brings the state’s landscapes and people to life through bold imagery and premium photography. Each image captures the energy of the state, showcasing vibrant photos of Kentucky’s landscapes, local culture, and moments of personal connection. The goal is to transport audiences to Kentucky and invite them to experience the destination in an immersive way.
“The ‘Find What Moves You’ campaign is a powerful way to showcase Kentucky’s beauty and the warm, welcoming spirit of its people,” said Lindy Casebier, Secretary of KY Tourism, Arts & Heritage Cabinet. “It’s an invitation for everyone. Whether seeking adventure or serenity, the essence of Kentucky promises moving experiences.”
Through calls to action across digital platforms, social media, and experiential marketing, the campaign encourages visitors to plan their trips and share their personal stories. Kentucky residents will also be invited to participate by sharing their experiences, deepening the sense of community and connection that defines the state. The campaign will leverage partnerships with influencers and targeted advertising to reach a broad audience, maximizing engagement and inspiring travelers to choose Kentucky as their next destination.
The “Find What Moves You” campaign is a natural extension of Kentucky’s broader efforts to promote economic growth and tourism, particularly through the “New Kentucky Home” initiative, launched in November 2024. This initiative is a comprehensive effort to attract business, tourism and new residents to Kentucky by highlighting the state’s strong economy, natural beauty and welcoming communities. While the “New Kentucky Home” initiative focuses on economic development, the “Find What Moves You” campaign emphasizes Kentucky’s rich cultural experiences and sense of belonging. Together, these initiatives present a unified message: Kentucky is a place for personal and professional growth, offering opportunities for adventure, discovery and new beginnings.
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