In a proactive move during this era focused on climate change, an organization in Kentucky is shifting branding from coal to tourism.
In Odwyerpr.com, Kevin McCauley reports that Eastern Kentucky Pride, formed in 1997, is searching for a public relations firm to promote The Kentucky Wildlands.
If the promotional campaign is successful, it could provide the platform for Kentucky to shake off its Appalachian image. Although that ethos may play in nostaglia about the old days, it doesn't resonate with The Professional Class seeking out cool locations to live which are still affordable. That demographic is experimental. They have been willing to exit the once-prestigious coasts to try out where land is cheap and the neighbors friendly.
Tourism is a good place to start the reimagining of Kentucky. In fact, pent-up demand is so strong that MarketWatch reports on a possible shortage of hotel rooms in certain parts of the U.S.
But Kentucky doesn't have to worry about not being able to provide enough lodging space. It can embed in its tourism message how welcome Recreational Vehicles are. RVs represent their own kind of boom in wanderlust. In addition, the American Dream is changing from owning a house to being able to tool around in the RV, usually used. Work can be picked up along the way. Children can be homeschooled. Animal companions can find happiness.
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