Award-winning work showcases Shelby County’s character, flavors, and experiences

SHELBYVILLE, Ky. (Nov. 14, 2026) — ShelbyKY Tourism received top honors at this year’s Kentucky Travel Industry Annual Conference, earning Best in Show and seven additional Traverse Awards for work promoting Shelbyville, Simpsonville, and Shelby County.

The destination’s “Sounds Like ShelbyKY” brand campaign earned Best in Show, along with two Gold awards and two Silver awards. Additional honors recognized ShelbyKY Tourism’s video storytelling, social media content, and promotional merchandise.

ShelbyKY Tourism received the following honors:

  • Best in Show: Sounds like ShelbyKY Brand Campaign
  • Gold: Sounds like ShelbyKY Brand Campaign Print Ads
  • Gold: Sounds like ShelbyKY Brand Campaign Hero Video
  • Silver: Flavors of ShelbyKY Video Series
  • Silver: Derby in ShelbyKY Social Series
  • Silver: Kentucky Spirit Tote Bag
  • Silver: Sounds like ShelbyKY Brand Campaign
  • Silver: Sounds like ShelbyKY Brand Campaign Digital Ads

“To receive the Best in Show award is an incredible honor,” said Janette Marson, President & CEO of ShelbyKY Tourism. “We have so much to be proud of in Shelby County, and these awards celebrate the people, places, and experiences that make our community special. I am deeply grateful to our immensely talented team and the local partners that trust us to help tell their stories.”

Judged by a panel of six tourism and marketing professionals from across the country, the Traverse Awards are presented by the Kentucky Travel Industry Association to recognize excellence in Kentucky's travel and tourism industry. The awards include bronze, silver, and gold, along with special awards of distinction, including Best in Show and Most Innovative, which ShelbyKY Tourism received in 2025 for its scratch-and-sniff visitor guide. 

Sounds Like ShelbyKY uses the destination’s unhurried pace to introduce travelers to its equine experiences, bourbon, food, and opportunities to reconnect. The campaign carried the approach across video, print, and digital advertising, giving audiences a distinct sense of what ShelbyKY sounded like before they arrived.

“With ‘Sounds Like ShelbyKY,’ we tapped into the appeal of slow travel—giving people a reason to trade the hustle and bustle for a place where they can settle in and stay awhile,” said Mason Warren, Vice President of ShelbyKY Tourism. “We’re thrilled to see that idea resonating with travelers. Since its launch, the campaign has driven more than $2 million in economic impact for Shelby County.”

In addition to the Sounds like ShelbyKY campaign, two special social media series—Derby in ShelbyKY, highlighting ways to extend a visit to Kentucky for the Derby by visiting Shelby County shops and attractions, and Flavors of ShelbyKY, a long-form video series showcasing a variety of restaurants throughout Shelby County—and a fervor-inducing hand-illustrated tote bag produced for the 2025 Kentucky State Fair won silver Traverse awards.

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About ShelbyKY Tourism: ShelbyKY Tourism is the official destination marketing organization for Shelby County, Kentucky, including the communities of Shelbyville and Simpsonville. ShelbyKY promotes the region's nationally recognized bourbon experiences, equine heritage, locally owned restaurants, outdoor recreation, and historic downtowns while supporting tourism as a driver of economic development. Shelby County is proudly known as Your Bourbon Destination® and the Saddlebred Capital of the World™ and offers world-class attractions, authentic Kentucky hospitality, and unforgettable experiences all year long.

Media Contact: Mason Warren, ShelbyKY Tourism
(502) 633-6388 or 321-9975 | mason@visitshelbyky.com

Photo available for download here. Photo by Cheryl Van Stockum Photography.

Pictured, left to right, are ShelbyKY Tourism staff Ethan Fisher, Eri Lagunes, Evelyn Buchanan, Janette Marson, Taylor Draper, and Mason Warren.