Brand USA and the Kentucky Department of Tourism announced a partnership today focusing on Kentucky’s bourbon tourism experience targeting international travelers.

Officially launched on National Bourbon Day, the two-year collaboration aims to position bourbon as synonymous with Kentucky focusing on the heritage and craftsmanship of “America’s Native Spirit.” Additionally, the program will showcase how bourbon infuses every aspect of Kentucky life, from arts and culture to sports and music.

Brand USA will work closely with the Kentucky Department of Tourism to amplify the state’s bourbon tourism story through multiple channels, including a United Stories campaign, influencer marketing, content curation on GoUSA TV, global trade activations and earned media via a series of individual and group press trips. The key international markets will be the United Kingdom, Germany, Canada, India, and Australia.

Mike Mangeot, the Kentucky Department of Tourism commissioner, commented, “We are proud to be the home of bourbon, but we know this experience goes beyond our state’s borders. As the bourbon industry continues to enjoy exponential growth and shapes our tourism landscape, our partnership with Brand USA allows us to reach a far wider, global audience than we would ever have been able to achieve alone.”

“We pride ourselves on being the nation’s storyteller, and we are excited to share how Kentucky’s bourbon culture plays a significant role in the overall story of the USA,” said Tom Garzilli, chief marketing officer at Brand USA. “Through our owned, paid and earned platforms, we are able to create targeted campaigns that encourage international visitors to explore beyond the gateways and find their own story within the bourbon tourism experience.”

The strategy will combine established and emerging distilleries highlighting how each is central to shaping Kentucky’s tourism experience and ultimately increasing international visitation.

As the destination marketing organization for the United States, Brand USA works with local, state, and regional partners with one main goal to increase incremental international visitation, spending, and market share to fuel the nation’s economy and foster understanding between people and cultures.

For more information about Brand USA and its partner efforts, visit

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