Challenge
Kentucky State Parks had a split audience problem. Younger visitors came for adventure: hiking, camping, the outdoors. Older visitors came for resort stays, which drive the revenue that keeps the parks running. A single campaign message couldn’t reach both. They needed a strategy that could.
Approach
After co-leading a Pathfinder workshop with the Kentucky State Parks marketing team, we delivered a Flightpath reorienting the strategy around specific activities rather than a single unified message. We would reach each audience segment through the thing they actually came for: resort stays, camping, hiking, golf.
I wrote the core campaign concept, building on the existing thematic “Your New Kentucky Home” and tying it to each activity in colloquial, direct language. I worked closely with the design team throughout, providing design-level feedback and creative direction until we had work we were confident pitching.
