Kentucky to the World & LaVelle Smith, Jr.

The Opportunity

Kentucky has always produced world-class talent. The story just hasn't always been told loudly enough. Kentucky to the World exists to change that, and when they were preparing to present "Legacy in Motion: LaVelle Smith's Dance Journey from Kentucky to Pop Icons," State & Tell understood both the weight of the story and the strategy required to tell it well.

LaVelle Smith Jr. is a Louisville native whose career took him from the halls of Kentucky Performing Arts to the stages of Michael Jackson's Dangerous tour, and beyond. This wasn't just an event. It was a homecoming, a celebration, and a statement about what Kentucky produces when it's given a platform.

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Our Role

State & Tell developed and implemented an integrated owned, shared, and earned media strategy leading up to opening night. That meant building awareness across every channel that mattered, coordinating media outreach to regional and statewide outlets, and supporting the event's presence in a way that matched the significance of the story being told.

We showed up from strategy to execution, making sure the right people knew, and that the coverage reflected the moment.

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The Impact: By The Numbers

The results spoke clearly.

500+ tickets sold, thousands in generated revenue, and a 69.6% share of voice. State & Tell secured 15+ earned media placements with a combined ad value of $1.83 million, including coverage from Kentucky Monthly, Voice Tribune, WLKY, WAVE, WDRB, and WBKO. Social media followed suit with a 170% increase in interactions and a 108% increase in views.

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The Takeaway

Every Kentuckian spotlighted is proof that the world is paying attention to what we already know. Kentucky belongs on the global stage, and the right communications strategy is how you make sure that message lands.

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