The Kentucky Club

The Park

Client: KFC

Through launching The Kentucky Club, The Park - alongside Headland, Mindshare UK and Social Chain - supported KFC in their aim of giving every young person a fair shot at their first job.

Taking place at The Compound in Birmingham, the five-hour youth employability event - consisting of panel and talent talks, a podcast recording, performances and a range of break-out activities - was curated with young people at its core and was designed to introduce the target demographic to The Kentucky Club and drive ongoing engagement. A survey of attendees revealed that 100% enjoyed the event and were keen to attend another in future. Further to this, 74% felt that they had picked up new skills and 81% felt more prepared to land their first job. The event itself was part of a wider strategy, utilising KFC owned channels, media partnerships and earned coverage to drive exposure for The Kentucky Club. The agency collective worked closely to maximise content capture opportunities, encouraging a reach for The Kentucky Club, far beyond the 62 young people that were in attendance. A combined 45M impressions across social and media partnerships, alongside 250+ pieces of media coverage is evidence of the progress made towards the goal of growing fame for The Kentucky Club. This integrated execution endeavoured to have both meaningful primary impact (on those in attendance) and widespread secondary impact (those exposed to content captured at the event) and delivered upon this ambition through best in class collaboration between all stakeholders.