For decades, Louisville had been synonymous with the Kentucky Derby, the Slugger Bat, and, of course, The Greatest – Muhammad Ali. Not bad by any means, but the city has tons more to offer: awesome music, art, great food and festivals – and a unique combination of progressive culture and good old-fashioned Southern hospitality.  

Louisville Tourism came to BCH seeking fresh new ways to tell the story of the city – but with so much good stuff going on – we had to find an idea that captured the spirit of it all. And whaddya know? A spirit was exactly what we needed. 



Destination Marketing


Creative Development
Media Planning
Digital Media
Social Media
Public Relations

Strategic Approach

In the early 2000s, bourbon was beginning to become a major tourism driver in Kentucky. BCH worked with Louisville Tourism to create a “Bourbon Country” campaign, inviting people to base their bourbon excursions out of the city due to its lodging, dining and entertainment options – plus its proximity to bourbon-centric destinations like Bardstown. 

Then in 2013, something game-changing happened. Bourbon brands began building distillery experiences in Louisville, giving fans easier access to the bourbons they loved – without having to leave town. Before you knew it, Louisville was becoming the epicenter of all-things-bourbon.


Creative Solution

Following the success of the Bourbon Country campaign – and the momentum created by more and more bourbon brands building distillery experiences in the heart of the city, the answer became clear: Louisville isn’t just a nice place to base your bourbon travels out of. Louisville is the destination itself: Louisville is Bourbon City. 

Needless to say, this simple idea opened up a new chapter in the Louisville story, and the impact it has had on the larger culture – from the culinary scene to events – has been profound. To people all over the world, Louisville is now thought of as Bourbon City.


Visitors Welcomed

A new record

Travelers that said they’ll definitely return


YoY in RFP submissions

for convention/meeting planners

2022 marks first year since pandemic when hotel bookings exceed 2019 rates

which, then, were the highest in a decade