By MICHAEL CRIMMINS
Glasgow News 1
Kentucky Governor Andy Beshear recently announced a new initiative aimed at joining tourism and economic development.
Barren County Tourism Executive Director MacLean Lessenberry and Candy Vasquez, guest experience specialist, were among the tourism leaders present during the Nov. 12 press conference in Keeneland in Lexington where the New Kentucky Home — a strategic initiative to further drive economic investment, attract and retain talent and increase tourism across the commonwealth — initiative was announced.
Lessenberry said this initiative is similar to the local “Better in the Barrens” initiative, which has people posting positive images with the Better in the Barrens hashtag. Lessenberry said they have been doing in the county for several years and this new statewide initiative further aligns the local and state goals in tourism and economic development.
According to the press release, New Kentucky Home is a comprehensive marketing initiative that will serve as a reintroduction of Kentucky to the world, showcasing the state’s economy, natural beauty, cultural richness and welcoming communities while “recognizing the crucial role quality of life plays in driving growth across the state.”
To increase awareness around the initiative, Gov. Beshear invited Kentuckians to help take part by posting positive photos, videos and testimonials from our New Kentucky Home on social media using #NewKyHome.
“Kentucky isn’t just a place; it’s full of communities where people support each other, where businesses thrive and where families create good, full lives. Because here in Kentucky, business is fast, but the pace of life is just right – and that is something a lot of companies and families are looking for when choosing their new home,” Beshear said. “Now is our time to reintroduce ourselves to the world and invite folks to come and experience our New Kentucky Home, and this initiative will help us showcase Kentucky as a place of incredible promise and potential.”
New Kentucky Home will build on the Team Kentucky brand, offering a messaging strategy that speaks to all 120 Kentucky counties and their unique offerings. The marketing initiative includes a series of new graphics that can be incorporated into a wide variety of efforts at the state and local levels, as well as testimonials from Kentuckians and businesses, digital assets, messaging, graphic guidelines and more. The campaign will extend across social media, digital platforms and domestic and international marketing efforts, ensuring consistency in messaging to businesses, tourists and potential new residents.
“The intersection of tourism and economic development is clear,” Mary Quinn Ramer, president and CEO of VisitLex. “Today’s traveler could be tomorrow’s talent, and we know that attracting that new talent to Kentucky is key to our future successes as a state.”
Beshear announced that those who use the hashtag will have a chance to win a two-night stay at a Kentucky State Park. This incentive will take place from December 2024 to April 2025, with the Governor announcing a winner once a month during one of his Team Kentucky Updates.
