Boomerang Postcard Initiative Tops Goal, Reconnects More Than 500 Former Residents With Louisville

One Louisville and Live in Lou’s Boomerang Postcard initiative has surpassed its goal of 350 postcards, collecting more than 500 to date. Running July 1 through Dec. 5, 2026, the campaign gives current Louisville residents an easy way to reconnect with people who have moved away and to encourage them to consider the city as a place to return, live, work and invest.

“Louisville’s talent story doesn’t end when someone moves away,” said Trevor Pawl, CEO of One Louisville. “The people who have lived here already understand what makes this community special, and they can be some of our strongest advocates. The Boomerang Postcard initiative gives people a simple way to reconnect with someone they know and keep Louisville part of the conversation, with the long-term goal of bringing more people back to our city.”

About the Campaign

The Boomerang Postcard initiative is built on a simple idea: connections to Louisville can continue long after someone leaves. By giving residents an easy way to reach out, the campaign is building a network of people who can share what’s happening in the city and help keep Louisville part of the conversation with those who may one day return.

Part of One Louisville’s broader work to strengthen the region’s talent pipeline, the initiative is made possible through Metro Louisville’s allocation of funds to attract and retain talent. At community events, workplace activations and other gatherings, residents write postcards to friends, family members, former classmates, colleagues and others with a connection to Louisville — people who used to live in the city, or who they believe should. One Louisville collects and mails the postcards at no cost to the sender, and each includes a QR code giving the recipient a chance to win a trip back to Louisville.

The campaign doesn’t end when the postcard arrives. Recipients who scan the QR code and complete the survey are added to an ongoing email series highlighting what’s happening across Louisville, keeping former residents connected to the community and giving them reasons to consider returning. The survey collects information such as the recipient’s connection to Louisville, current industry, favorite parts about our region, level of consideration for moving back to Louisville, and more.

To date, postcards have been sent to 47 states, Puerto Rico and nine countries: Australia, Belgium, Canada, Denmark, Germany, Japan, Mexico, Sweden and the United Kingdom.

The campaign kicked off at a University of Louisville vs. University of Kentucky watch party in Cincinnati in partnership with the UofL Alumni Office. Since then, the team has brought the initiative into the community with stops at the Kentucky State Fair and Pride Festival with Louisville Tourism, a LouCity game, Food Truck Wednesday in downtown Louisville on South Fourth Street between Jefferson and Market streets, and various office spaces, including PNC Tower. Giveaways have helped encourage participation and spark conversation.

“Talent attraction isn’t just about jobs and incentives — it’s about belonging, and no ad campaign can make someone feel like they belong back home the way friends and family can,” said Kelly Gold, vice president of Talent Competitiveness at One Louisville. “Every postcard filled out is our community doing that work person by person, saying, ‘We want you back.’ If we want to win the talent competition for Louisville, we need every Louisvillian in on it, because our residents are our best recruiters. They know better than anyone there’s no better place to live, work and play.”

About the Artists

Local artists have also given the campaign a distinct Louisville identity through original postcard artwork. Three Louisville artists — Andy Perez, Brittney Rice, and Bri Bowers — contributed designs for the initiative.

“I made this piece to capture the thrill and excitement of the Kentucky Derby, but it ended up capturing something bigger,” said artist Andy Perez. “Louisville stays with you no matter where you go. I moved away for a while myself, so I know that pull back firsthand. I’m honored this artwork gets to be part of bringing people back home.”

As One Louisville continues its work to attract and retain talent, the Boomerang Postcard initiative offers another way to reach people with an existing connection to the city — and remind them there’s a place for them back home.

How to Get Postcards

If your business, organization is interested in receiving a stack of post cards for your employees and/or customers to fill out, or having us table at an event, please contact Kelly Gold. Once completed, our team will gladly pick them up and mail them at no cost to you.