LOUISVILLE, KY (November 22, 2004) Kentucky elementary school students now understand the purpose of branding Kentucky.  Joe Lilly, with New West Agency, talked with fourth grade students at Louisville Collegiate Friday, November 15, about branding.  All nine cabinets in State Government, including the Education Cabinet will be utilizing the State Brand.

"The kids said when they watch Nickelodeon, they know that they will enjoy whatever show they're watching. In other words, they expect a good experience. That's Nickelodeon's brand," said Lilly.  "When people think of Kentucky, we want them to have that same expectation of quality whether they live here or are visiting."

Lilly talked with the students about the selection of the final brand being the public's choice. He asked the students to study the brand finalists, "Unbridled Spirit" and "Where Legends are Born," and choose which one they liked best.

Lilly said the students made very convincing arguments for their preferences.

"These 4th graders really understood the importance of having a brand. Their knowledge and their passion were impressive. If we can use the brand to harness their passion for Kentucky, the brand will be extremely successful," said Lilly.

Almost 50,000 votes have been cast to determine Kentucky's brand.  The brand will be unveiled Wednesday, November 24 at the Shelby County Welcome Center.

"When Governor Ernie Fletcher handed the decision of the final brand over to Kentuckians by asking them to vote, it included individuals of all ages.  The success of the brand will have an economic impact on Kentucky for many generations," said Department of Tourism Commissioner Randy Fiveash.  "It's important that everyone, including our children, understand what a brand is and how it can be used."

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The Kentucky Department of Tourism, an agency of the Kentucky Commerce Cabinet, exists to   promote The Commonwealth as a travel destination, to generate revenue and create jobs for Kentucky's economy. Tourism is a $9.3 billion business for Kentucky.  It's the state's third largest industry and second leading employee.