"Unbridled Spirit"

To boost Kentucky's image, give it a consistent reach, and help Kentucky "stand out from the crowd", former Governor Ernie Fletcher launched a comprehensive branding campaign with the hope of making its $12 – $14 million advertising budget more effective. The "Unbridled Spirit" brand was the result of a $500,000 contract with New West, a Kentucky-based public relations advertising and marketing firm to develop a viable brand and tag line. The Fletcher administration aggressively marketed the brand in both the public and private sectors. The "Welcome to Kentucky" signs at border areas have Unbridled Spirit's symbol on them.

The previous campaign was neither a failure nor a success. Kentucky's "It's that friendly" slogan hoped to draw more people into the state based on the idea of southern hospitality. Though it was meant to embrace southern values, most Kentuckians rejected it as cheesy and ineffective. It was quickly seen that it was also not an image that encouraged tourism as much as initially hoped for. Therefore it was necessary to reconfigure a slogan to embrace Kentucky as a whole while also encouraging more people to visit the Bluegrass.

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