The comprehensive marketing campaign combines economic development and tourism
LEXINGTON, Ky. (Nov. 12, 2024) – In an effort to build on Kentucky’s historic economic momentum and record-breaking tourism success, today Gov. Andy Beshear announced New Kentucky Home, a strategic initiative to further drive economic investment, attract and retain talent and increase tourism across the commonwealth. The Governor was joined by economic development and tourism leaders from across Kentucky at Keeneland in Lexington to unveil the new initiative, which will enhance collaboration between the two industries.
New Kentucky Home is a comprehensive marketing initiative that will serve as a reintroduction of Kentucky to the world, showcasing the state’s vibrant economy, natural beauty, cultural richness and welcoming communities. The initiative combines economic development and tourism efforts, recognizing the crucial role quality of life plays in driving growth across the state. As part of the announcement, the Governor unveiled new graphics, marketing materials, a hashtag and a new website for the Cabinet for Economic Development, NewKentuckyHome.ky.gov.
“Kentucky isn’t just a place; it’s full of communities where people support each other, where businesses thrive and where families create good, full lives. Because here in Kentucky, business is fast, but the pace of life is just right – and that is something a lot of companies and families are looking for when choosing their new home,” said Gov. Beshear. “Now is our time to reintroduce ourselves to the world and invite folks to come and experience our New Kentucky Home, and this initiative will help us showcase Kentucky as a place of incredible promise and potential.”
New Kentucky Home will build on the Team Kentucky brand, offering a messaging strategy that speaks to all 120 Kentucky counties and their unique offerings. The marketing initiative includes a series of new graphics that can be incorporated into a wide variety of efforts at the state and local levels, as well as testimonials from Kentuckians and businesses, digital assets, messaging, graphic guidelines and more. The campaign will extend across social media, digital platforms and domestic and international marketing efforts, ensuring consistency in messaging to businesses, tourists and potential new residents.
Joining the Governor at the announcement was Mary Quinn Ramer, president and CEO of VisitLex, Lexington’s local convention and visitors bureau. Ramer spoke to the importance of collaboration between tourism and economic development and praised the Governor for making this a priority the state level.
“The intersection of tourism and economic development is clear. Today’s traveler could be tomorrow’s talent, and we know that attracting that new talent to Kentucky is key to our future successes as a state,” said Ramer.
Also in attendance was the president and CEO of Greater Owensboro Economic Development Corp, Claude Bacon, who also has a background in the hospitality industry.
“In Owensboro and Daviess County, the collaboration between economic development and tourism has delivered real results for our community and it’s clear we are better, stronger, faster and more successful in accomplishing our goals together,” said Bacon. “Thank you to Gov. Beshear for creating this initiative at the state level. Together, we’ll share the New Kentucky Home initiative so that the world knows what we all love about the commonwealth.”
Representing Eastern Kentucky at the event was Johnson County Judge/Executive Mark McKenzie, who shared, “The New Kentucky Home is an initiative we fully support in Johnson County. There are a few things inherent to Eastern Kentucky, like the scenic natural beauty of the Appalachians, our close-knit communities and genuine mountain hospitality. Our culture and traditions offer a lifestyle surrounded by nature and full of opportunity for tourism and economic development. We have an abundant and talented tech-enabled workforce, infrastructure improvements ongoing, business resources and a community-driven way of life. Johnson County and all of Eastern Kentucky are making economic investments happen, and our vibrant mountain community invites your family or business to call us Your New Kentucky Home.”
Colby Kirk, the president and CEO of One East Kentucky, the leading industrial recruitment and economic development marketing activities for the nine-county Eastern Kentucky region, also provided support of the initiative.
“As a lifelong resident of Martin County, I’ve witnessed many friends and family members leave the area in search of work. However, Eastern Kentucky is evolving, and today it holds new promise. That is why I believe the New Kentucky Home Initiative resonates with us in Eastern Kentucky,” said Kirk. “We are actively transforming our economy with exciting developments in tourism and new opportunities in manufacturing. The potential for remote work has also grown significantly due to enhanced broadband access across the region. My sincere hope is that those who once had to leave will find the mountains calling them back to their New Kentucky Home.”
To increase awareness around the initiative, Gov. Beshear invited Kentuckians to help take part by posting positive photos, videos and testimonials from our New Kentucky Home on social media using #NewKyHome. The Governor announced that those who use #NewKyHome will have a chance to win a two-night stay at a Kentucky State Park. This incentive will take place from December 2024 to April 2025, with the Governor announcing a winner once a month during one of his Team Kentucky Updates.
“All of our economic wins and successes are helping us build a brighter future, and we achieved those wins together,” said the Governor. “It’s important to me that Kentuckians feel a sense of pride when talking about their home, so I want to encourage them to share that with the world. The #NewKyHome is a great way to do that.”
The goal of the New Kentucky Home initiative is to help Team Kentucky build on the best four-year period for economic growth in state history.
Since the beginning of his administration, Gov. Beshear has announced more than 1,000 private-sector new-location and expansion projects totaling over $33 billion in announced investments, creating nearly 56,000 jobs. This is the highest investment figure secured during the tenure of any governor in the commonwealth’s history.
The robust job creation has been accompanied by rising wages across the commonwealth. The average incentivized hourly wage in 2022 and 2023 topped $26 in consecutive years for the first time.
Gov. Beshear has announced some of the largest economic development projects in state history, which have solidified Kentucky as the electric vehicle battery production capital of the United States: Ford Motor Co. and SK On’s transformative $5.8 billion, 5,000-job BlueOval SK Battery Park in Hardin County; AESC’s $2 billion, 2,000-job gigafactory project in Warren County; Toyota’s $1.3 billion investment in Scott County; and INFAC North America’s $53 million investment in Taylor County, among others.
The Governor’s administration also secured the largest General Fund budget surplus and Rainy Day Fund, as well as the most jobs filled in state history. Last year, Kentucky set the record for the longest period with the lowest unemployment rates in state history.
Kentucky also secured rating increases from major credit rating agencies Fitch Ratings, S&P Global Ratings and Moody’s Investors Service.
In March, Site Selection magazine ranked Kentucky third nationally and first in the South Central region for economic development projects per capita in its 2023 Governor’s Cup rankings. In April, Site Selection placed Kentucky second in the South Central region and in the top 10 nationally in its 2024 Prosperity Cup ranking, which recognizes state-level economic development agencies for their success in landing capital investment projects.
Information on Kentucky’s economic development efforts and programs is available at NewKentuckyHome.ky.gov or CED.ky.gov. Fans of the Cabinet for Economic Development can also join the discussion at facebook.com/CEDkygov, on X (formerly Twitter) @CEDkygov, Instagram @CEDkygov and LinkedIn.