Kentucky Parks

Kentucky Parks has always led with the variety of its parks, and nearly all of them are free to visit. That's a hard sell when the actual goal is revenue, especially high-value resort stays. In a Pathfinder Workshop, RedTag identified two existing audiences: a shrinking, older crowd that books resorts and drives most of the revenue, and a larger group of active families who use the parks but rarely spend. Our own research surfaced a third, overlooked audience entirely: people just getting into outdoor recreation, first-time campers, new hikers, new bikers, all looking for an easy way in.

That insight, paired with a full website audit, shifted the entire messaging strategy from Parks to Activities. Instead of promoting locations, we built ads around what people actually want to do: hit the trail, get on the water, or just get away for a weekend. We tied it all into Kentucky's larger New Kentucky Home initiative with playful headlines, bold design, and photography built to stop the scroll, giving Kentucky Parks a way to speak to a whole new generation of outdoor recreation seekers, not just the ones already booking cabins.