Within the post-war increase of the Nineteen Fifties, People developed a critical case of wanderlust, coinciding with a newly ignited love affair with the auto.
These two forces mixed to start the Twentieth-century highway journey, the place households piled into station wagons, navigated with paper maps and sparked a decades-long pattern that coined the pesty catchphrase, “Are we there but?”
The phenomenon has waned lately—per the appearance of mass air journey and low cost airways—however a nostalgic marketing campaign out of Kentucky goals to revive it.
“Pleasure Experience,” with its vintage-style journey posters, says that merely hitting the blacktop is each bit as compelling as wherever you land. Offered it’s on the coronary heart of the picturesque Bluegrass State, that’s.
Calling it “the anti-destination vacation spot marketing campaign,” unbiased company Coomer created “Pleasure Experience” for a co-operative of greater than a dozen small cities, counties and factors of curiosity all through the state.
“We’re all so intent on going from level A to level B, however the concept right here is to benefit from the open highway and be the place you’re with out essentially enthusiastic about the place you’ll find yourself,” Greta Pittard Wright, COO and head of strategic planning at Coomer, informed Adweek. “It harkens again to a time when People acquired out and simply explored.”
Because the centerpiece, Coomer made a brief movie starring American Pickers host Mike Wolfe and his accomplice Leticia Cline, a preservationist and Kentucky native. The 2-minute video exhibits the couple, driving a cherry-red 1955 Chevy Nomad, tooling round on two-lane again roads, stopping at some requisite horse farms and bourbon distilleries together with out-of-the-way city squares, nature preserves and historic properties.
Artwork-forward strategy
The marketing campaign options extra broadly recognized cities like Lexington, Georgetown and state capital Frankfort, but in addition attracts in off-the-beaten-path locations like Winchester—dwelling of Ale-8-One soda and the Beer Cheese Path—and Harrodsburg, a landmark former Shaker neighborhood.
