Less than a week after a few Kentucky-based creatives decided to take matters into their own hands and rebrand their home state in an effort to drive tourism among other things, USA Today¬†decided to look further into the grassroots project dubbed “Kentucky Kicks Ass.” What we’ve come to learn from the trade’s report on the ass-kicking effort, which is a non-agency project that comes to us from actual agency creatives including Whit Hiler, Griffin VanMeter and Kent Carmichael, is that the Kentucky Tourism Department itself is sadly not a big fan of the “Kick Ass” movement. Regarding the campaign’s tagline, the state’s tourism department spokesman Pat Sipes tells USA Today,¬† “We certainly would not sanction or endorse that phraseology. These guys are Kentucky natives and they love the state. But they have a different constituency. Which is no one.”

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