In the U.S., haunted attractions alone reach up to $500MM in ticket sales, and other paranormal experiences reach nearly $1B in annual revenue. Yet, no destinations are capitalizing on the phenomenon that made Loch Ness a world-famous destination, or how the entertainment industry is driving travel, from Lord of the Rings in New Zealand and Games of Thrones for Northern Ireland. So we set out to own this travel market, showcasing the folklore of Kentucky to drive rural travel and economic development across the state.
To bring the otherworldly feel of the Kentucky After Dark campaign to life, we partnered with artists and designers working with League of Legends and Nike, crafting supernatural beings with Generative AI and utilizing Cinema 4D to ensure architectural accuracy. spooky tourism initiative, resulting in some of the most talked-about AI art in tourism. The campaign became a platform for Experience History, allowing travelers to learn about real world history while experiencing the thrill of these legendary stories that captivate their imaginations.
The campaign launched in tandem with the promotion of spooky movies, Saw X, The Nun 2, and Exorcist in partnership with National Cinemedia’s theater network, brringing the Kentucky After Dark movie posters to lobbies, and a jump-scare inducing 00:15 before the premier of each film, building awareness in Kentucky Tourism’s primary feeder markets. Remarketing efforts on YouTube and other CTV platforms reached audiences across our DSP, driving major brand awareness around the new passport program and unique website experience.
Kentucky After Dark achieved remarkable results, reaching over 658MM in Earned-Media Impressions, and over $1.1MM in Advertising Equivalent Value. The campaign was covered by major media outlets including Yahoo! News, Daily Mail, ADWEEK, Southern Living, and many other high-profile publications. Beyond media buzz, the campaign had a substantial impact on the rural areas of Kentucky that were highlighted throughout the campaign. The work proves that
