An ad campaign promoting Kentucky as a tourist destination generated $270 million in overall economic impact, according to Michael Mangeot, commissioner of travel and tourism for the state.
A study by Strategic Marketing and Research Insights of a $1.8 million campaign touting bourbon and horses, conducted last year by advertising agency Scoppechio for the state, found that the ads also generated tourism worth $28 million in tax revenue, Mangeot said Wednesday.
Overall, Kentucky tourism is a $12.5 billion industry that supports more than 175,000 jobs and generates more than $1.3 billion in taxes, according to the Tourism, Arts and Heritage Cabinet.
"Our advertising and marketing efforts produced a return on investment of $151 in tourist spending for every $1 spent by Kentucky, with $15.69 returned in tax revenue for each dollar spent," Mangeot said in a news release.
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The campaign ran for three months in 14 markets, including Cleveland, Dayton and Columbus, Ohio; St. Louis, Mo.; Charleston, W.Va.; Indianapolis, Ind.; Birmingham, Ala.; and the Chattanooga, Knoxville and Nashville markets in Tennessee.