CASE STUDY

GOAL

To position Lexington as a more walkable and bike-able city through the development of a walking/biking path that begins in the East End and travels to the Kentucky Horse Park. Prior to the completion of the Legacy Trail and others that have followed, Lexington had been named one of the most sedentary communities in the nation.

APPROACH

Wiser Strategies developed several brand options for the important community resource and the BlueGrass Community Foundation leaders selected the top three. We developed a promotional campaign to get the three options out in front of the public and easy ways for them to vote. The promotional materials were on social media, billboards, buses, posters, newspapers and banners during Thursday Night Live in downtown Lexington. Voting was available via phone and text. For the opening event, the public was invited to join in the ribbon cutting and enjoy the new trail.

OUTCOMES

The Legacy Trail logo was selected through public input using the latest technology, events and traditional media. The winning logo concept was a clear decision as was the public’s full embrace of this multi-use urban trail, one of the Kentucky’s longest.Thousands turned out for the opening weekend to enjoy the new health and wellness resource.