Bluegrass Cellular
How Explore Kentucky Connected a Wireless Brand to the Outdoors
I slid into Bluegrass Cellular’s Instagram DMs with a partnership pitch.
At the time, Bluegrass Cellular was a regional wireless carrier serving more than 210,000 customers across 34 Kentucky counties. I saw an opportunity to connect its technology with something bigger than cell service: adventure, travel, and exploring Kentucky.
That cold outreach grew into a five-year partnership that included sponsorship support, wireless service, and ongoing access to the latest Apple devices.
Working closely with Bluegrass Cellular and its PR/Marketing agency, Doe-Anderson, I built the partnership through original photography and content, in-store, digital and app advertising, customer photography workshops that regularly reached capacity, employee hikes and cleanups, event activations, and product integration. The relationship also opened the door to collaborations with brands including Hitcase and Field Notes.
The goal wasn't simply to put a logo on Explore Kentucky. It was to help Bluegrass Cellular become associated with adventure, community, sustainability, and outdoor culture. I helped significantly grow the company's social media presence, and Bluegrass Cellular reported enough customer conversions through the partnership to recoup its investment.
The partnership grew year after year, and we were discussing an expanded agreement when Verizon acquired Bluegrass Cellular in 2021
