Which Of The Following Is NOT True Of A Marketing Plan For Louisville?

The 2017-2018 marketing plan for Louisville is focused on bettering the strategies that have worked for them in the past, rebranding its tourism story, and upgrading parts of the city that has a lot of potential growth to attract visitors. Their title for this years marketing plan is “Resetting The Way We Market Louisville”. There has been a lot of renovations and expansions of buildings such as the Kentucky International Convention Center and the former Fern Valley Hotel and Conference Center. The hotel development in the last two years will bring a 33% growth of available inventory to the convention business Louisville has. The city is in its second year of re-branding and is focusing on what they believe are their four key attributes. The key attributes are Bourbon, Culinary, Authenticity, and Southerness. This marketing plan is for industry partners so they can “build upon the ideas offered in this marketing and business plan, seeking ways to collaborate with us and each other in growing Louisville’s vital tourism economy” (p. 2).

The format looked organized, clean, professional, and easy to read. The pictures used were high-quality photos that related to the segment they were talking about in the marketing plan. They used bold black letters for words like goals, objectives, measuring success, key strategies, and target audience so that it catches your eyes when your skimming through and if you are looking for certain topics it is easy to find them. The marketing plan used color in it so it was not all black and white. The color of the text, pictures, and page banners made it easier to read. When everything is in black and white it can be hard to focus on for a long time and it can tire the