In July 2004, Fletcher announced a plan to unify the state's branding to improve its public perception. Shortly after the announcement, late-night comedians Craig Kilborn and Jay Leno made some tongue-in-cheek suggestions for the new slogan on "The Late Late Show" and "The Tonight Show", respectively. In response, Fletcher wrote a letter to both comedians taking exception to the jokes and was invited to appear on both programs. Citing Leno's larger audience and earlier time slot, Fletcher agreed to appear on "The Tonight Show", where he presented Leno with a Louisville Slugger baseball bat and traded jocular barbs about the relative advantages of Kentucky and Los Angeles where "The Tonight Show" is taped. Eventually, four slogans were chosen to be voted on online as well as at interstate travel centers. In December 2004, "Kentucky: Unbridled Spirit" was chosen as the winning slogan and was printed on road signs, state documents, and souvenirs. A 2007 study determined that 88.9% of Kentuckians could correctly identify the slogan and its logo. Further, 64% of those surveyed across a ten-state region recognized the slogan and logo, higher than any other brand tested in the study.