Shelbyville, Ky. (April 29, 2025) — The Kentucky Black Trailblazers augmented reality project has been honored with the 2025 eTSY Award for Best Use of Augmented, Mixed, or Virtual Reality at the eTourism Summit, held April 22–24 in Las Vegas. This prestigious national award recognizes excellence in digital tourism marketing and innovation.
The Kentucky Black Trailblazers is a groundbreaking, first-of-its-kind augmented reality (AR) experience that brings to life the stories of 19 influential Black Kentuckians across six counties: Shelby, Jefferson, Hardin, Bullitt, Oldham, and Nelson. Using QR code-enabled signage at sites throughout the Louisville region, visitors can hear and see AR reenactments telling the stories of figures such as civil rights leader Whitney M. Young Jr., inaugural Kentucky Derby-winning jockey Oliver Lewis, and world-renowned boxer and activist Muhammad Ali.
“Winning an eTSY Award is a powerful affirmation of what we set out to do with the Kentucky Black Trailblazers project: innovate, educate, and inspire,” said Janette Marson, President & CEO of ShelbyKY Tourism. “To be nationally recognized for elevating untold stories through cutting-edge technology is both humbling and exhilarating. This award puts a national spotlight on Kentucky’s commitment to meaningful tourism.”
Led by ShelbyKY Tourism in collaboration with five other Kentucky tourism agencies—Louisville, Oldham County, Bardstown, Elizabethtown, and Shepherdsville/Bullitt County—the project was made possible through federal American Rescue Plan Act (ARPA) funding distributed by the Kentucky Department of Tourism. The AR technology was created by San Francisco-based innovation studio Tactic, offering users a unique opportunity to interact with history in a dynamic and educational way. In all, more than 200 partners from Kentucky historians to Hollywood casting directors were involved in the project.
“Tactic was proud to have had the opportunity to help create the augmented reality experiences for Kentucky Black Trailblazers. It was a wonderful opportunity to see the latest in AR tech leveraged to bring this important history to life,” said Peter Oberdorfer, CEO of Tactic.
The eTSY Awards, presented annually at the eTourism Summit, celebrate the most innovative and impactful digital marketing campaigns in the tourism industry. The Kentucky Black Trailblazers project’s recognition underscores the project's success in combining technology with storytelling to educate and inspire visitors and locals alike.
For more information about the Kentucky Black Trailblazers experience, including locations and stories featured, visit www.kentuckyblacktrailblazers.com.
Pictured L to R:
- Zeek Coleman, Tourism Economics Vice President, Americas
- Mason Warren, Director of Marketing & Public Relations, ShelbyKY Tourism
- Chuck Davison, Tourism Economics Vice President, Attribution Solutions
Images may be found HERE
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About ShelbyKY — ShelbyKY (Shelbyville, Simpsonville and Shelby County) is Your Bourbon Destination®. Home to two distilleries, Bulleit Distillery and Jeptha Creed Distillery, and located on the Kentucky Bourbon Trail®, ShelbyKY offers an array of bourbon-centric lodging, shopping, and dining. ShelbyKY is perfectly positioned for easy access to Louisville, Lexington, and Northern Kentucky. Pair dining at classic favorites like Claudia Sanders Restaurant and local staple Bell House Restaurant with Kentucky’s only designer outlet mall, and there’s much to see, do, and taste in ShelbyKY. Home to 90-plus Saddlebred horse farms, ShelbyKY offers a rare peek into the world of the Saddlebred show horse and is known as the Saddlebred Horse Capital of the World. Outdoor adventures await those who enjoy fishing, canoeing, horseback riding, and golf. We invite you to follow @visit_shelbyky on Instagram and @visitshelbyky on Facebook and learn more about ShelbyKY at www.visitshelbyky.com.
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