ShelbyKY Tourism

All Year Long.

Tired of the same-old same-old tourism advertising? ShelbyKY Tourism wanted to show that Shelby County gives visitors a reason to come back throughout the year. We took a note from the client about “horse sweater” and expanded it into an entire campaign: “All Year Long”. Four seasonal chapters, each with its own creative while still feeling like part of one larger story.

What started in winter grew into a year-long campaign starring Nightcap, the equine co-star. The finished work captures the warmth, humor and distinct character of the destination without falling into familiar tourism advertising.

Fate developed the creative direction and campaign messaging, then managed production alongside ThoughtFly. The campaign gives ShelbyKY Tourism a flexible platform for promoting Shelbyville, Simpsonville and Shelby County all year long.

Stay tuned for the other three seasons launching next year.