Fireside Fortune: A Kentucky Series

Some of life’s greatest lessons can’t be taught in the classroom. The true lessons we need as we enter adulthood have to be experienced. “Fireside Fortune” is a six-part video series that follows a Chicago family with twin 16-year-old boys who are sent on a road trip through Kentucky, completely unplugged from technology. This family is unscripted and authentically living out their road trip on screen. They’ve never experienced Kentucky outside of Louisville, and they’re about to see the entire state with surprise activities and accommodations revealed in each episode during a closing scene called the “Fireside Fortune.”

“Fireside Fortune” breaks away from traditional marketing strategies by employing a narrative-driven, episodic format that is not often found within destination marketing. This creative approach calls the audience in with a sense of adventure and spontaneity that is both memorable and effective.

 

The series’ genesis was to be a companion piece to the 2024 Kentucky Official Visitor’s Guide, focusing on outdoor adventures and unique travel experiences throughout the Bluegrass State. Much of their story is in the moment or captured in reflection during individual or group testimonials. Authenticity and a desire to conquer each experience is what propels them. While it’s possibly less harrowing than braving raging rapids, enduring a 10-day road trip with your family without the modern conveniences of technology might require a Herculean effort (or at least a healthy sense of humor). In the end, the family comes to realize that this 10-day journey was much more than just a road trip. With any luck, they have made core memories that they’ll carry with them always.

 

“Fireside Fortune” aligns seamlessly with the overarching brand objectives of promoting experiential learning and family bonding through travel. This element of the campaign emphasizes personal and collective development, another pillar of our brand. It makes the experiences more enriching, ensuring both excitement and responsibility.

 

The Kentucky Department of Tourism developed this video campaign with three primary objectives:

• To inspire potential visitors through compelling content that showcases Kentucky’s rich outdoor activities and unique accommodations.
• To educate travelers about the extensive array of activities available in Kentucky.
• To forge an emotional connection with viewers, motivating them to plan a visit to Kentucky.

 

Social media plays a crucial role in the audience’s travel decisions; they not only draw inspiration from it but also share their own journeys, influencing others in their network. They are discerning travelers who rely on online reviews and personal recommendations to ensure their travel choices offer new and enriching experiences, as well as the opportunity to connect deeply with family or friends during these shared adventures.

 

The integration of brands like Shady Rays and Ford, both with strong ties to Kentucky, supports the narrative of local exploration and sustainability. These partnerships are woven into the fabric of the campaign. Ford enables a smooth integration of their electric vehicle line with the F150 Lightning, emphasizing the state’s commitment to sustainability. Shady Rays complements this vision splendidly. Located in Kentucky and a maker of durable, affordable eyewear designed for any outdoor activity, Shady Rays ensures that explorers can fully engage with Kentucky’s breathtaking environments without concern for their gear.