Praise the Lord and overtake the collards!
Coomer, an independent advertising agency for client Kentucky Tourism, has assembled more than 40 restaurants in 18 small towns into a group called the West Kentucky BBQ Belt, inspired by the state’s Bible Belt roots. I have summarized it.
West Kentucky BBQ Belt sign.
The centerpiece of the program is a promotional campaign “dedicated to spreading the gospel of West Kentucky barbecue and preserving dishes with a unique regional twist,” the station said.
Kentucky is best known for its horses, bourbon and bluegrass, but was once considered the “Barbecue Capital of the World,” according to the Washington Post. These days, they are considered rather peripheral participants.
But Coomer’s efforts are elevating local pitmasters who are “enthusiastic to reclaim” their place in America’s smoked meat landscape, making cities like Russellville, Henderson and Paducah dots on the map. The aim is to create a new tourist destination consisting of a town.
Abby Dixon, executive director of the Henderson Tourism Commission, said in a statement that small businesses are “steeped in tradition and protected by family and friends for generations.” “Carolina, Memphis, KC, Texas, we love their sauce. But we’re not them and they’re not us.”
Part of the outreach effort includes social videos, digital ads and billboards, the latter in barbecue hotbeds like Nashville, Memphis, St. Louis and Kansas City. Influencer partners are creating content to enhance the campaign with a focus on National Barbecue Day, May 16th.
Coomer, who is based in Lexington, has literally been down this road before. The agency has become an expert in grouping Kentucky’s different cities under a common flag to attract visitors.
“Kentucky After Dark” unified dozens of far-flung destinations with a supernatural theme. Meanwhile, “Joy Rides” connected landmarks across the state and encouraged people to move into the slow lane and drive on back roads.
