Scope: General
# Build Kentucky destination image and brand awareness in the UK and Western European market, developing and implementing marketing and trade media strategies to do so.
# Develop and present overall marketing/sales/communications plan for each Fiscal Year
# Assist in creation of various collateral pieces and web pages directed to international visitors and travel trade.
# Utilize and propose cross marketing opportunities with leisure travelers and niche markets on building awareness of Kentucky, i.e. equine, bourbon, adventure, music, etc.
# Develop tracking and return on investment strategies for all programs.
# Provide support to KDT on a regular basis in emerging markets as designated with the activities/duties/ objectives.
# Host and conduct education sessions as requested for Kentucky partners interested in entering the international market.
Travel Trade
# Identify potential business for KDT through direct sales and marketing to tour operators, travel agents, and other agencies producing foreign independent traveler (FIT) and group travel.
# Host and conduct education sessions as requested for tour operators/travel agents.
# Assist in planning and implementing sales missions for the KDT, including recommendations for a “pay to play” participation approach for Kentucky industry partners. (Sales missions should also include engagement with the media.)
# Organize familiarization trips for qualified tour operators, travel agents and other prospective agents interested in bringing visitors to Kentucky.
# Engage in opportunities that involve receptive services in building packages and business for Kentucky.
# Account reps should attend trade shows on behalf and/or in conjunction with KDT as needed.
Public Relations and Advertising
# Develop and nurture media relations, enhancing public relation public relations efforts.
# Organize familiarization trips for qualified media/journalists.
# Assist in the development and distribution of media kit information, press releases and feature stories of Kentucky.
# Assist in planning and implementing advertising placement in the market(s).
Due Date: March 4, 2025 2pm
Contact: Melissa Brewer 502-892-3201 Melissa.Brewer@ky.gov
