Winding roads with heart-stopping views, wineries, historic homes, nature preserves, horses and bourbon are all part of Kentucky’s latest campaign inviting travelers to Take a Joy Ride through Kentucky’s Bluegrass Region. With the most scenic byways in America, Kentucky’s Joy Ride campaign encourages travelers to take the backroads and adopt the idea that life is all about the journey you take.

“Travel is booming, and with that, people are rediscovering the joy of the open road,” said Mary Quinn Ramer, president, VisitLEX. “The Joy Ride campaign encourages people to travel like they used to, in the ’50s and ’60s, when people took their time to stop at scenic sites along the way, really enjoying the experience of getting to their destination.”

With a two-minute short film featuring and narrated by Mike Wolfe from History Channel’s American Pickers, as well as Heritage Tourism preservationist Leticia Cline, Joy Ride showcases their trip exploring idyllic spots in Kentucky’s Bluegrass Region. The commercial is set to run nationwide on Connected TV channels of Discovery Networks, Hulu, YouTube, Google and other social channels now through the end of the year.

The Joy Ride campaign also features nostalgic collectible posters and digital content highlighting iconic spots in the Bluegrass, including Historic Boone Tavern, Berea, Kentucky; Wendt’s Wildlife Adventure, Carlisle, Kentucky; Downtown Cynthiana; Buffalo Trace Distillery, Frankfort, Kentucky; Old Friends Farm, Georgetown, Kentucky; Keeneland Race Track, Lexington, Kentucky; and Keeneland Race Track.

Posters are available at each participating site. The Joy Ride campaign runs now through the end of 2024.