Tourism brand bets big on unique benefits to stand out from nearby competition
When people think of Kentucky, they should think of Lexington, because Lexington represents the best of the Bluegrass State.
So says a new campaign by agency Cornett for longtime tourism partner VisitLEX that’s going big on a direct call to action for travelers in search of a convenient, affordable, and authentic getaway.
Take a look past the usual overcrowded, overhyped suspects and “Look at Lexington.”
The “Look at Lexington” campaign is VisitLEX’s most ambitious to date, an international breakout for the DMO known for outside-the-box earned media activations like Horse Kicks, Travel Reviews by Horses, Non-Fungible Thoroughbreds, The World’s First Plant Friendly Hotel, Neigh-SMR, and a Queen’s Gambit-inspired hotel suite.
Leveraging pandemic relief funds from the American Rescue Plan, VisitLEX is implementing their own recovery strategy by taking a more traditional approach ahead of the upcoming spring travel season. The goal? Boost tourism by spreading the word about the gorgeous landscape and unique attractions that make Lexington an alluring destination unlike any in the world.
Cornett produced video, OOH, digital display, social media, sponsored media, and a host of other assets to drive home the “Look at Lexington” call to action with stunning visuals and fun superlatives that position the city as “The coolest, Kentucky-est getaway.”
The star of the campaign, a quirky 30-second TV spot, features a welcoming host showcasing just a few of the reasons why Lexington is the “bluegrassy-est,” bourbon-est,” “artsy-est,” and hands down the “horsey-est” place around.
“Lexington is a cool, cultured and progressive oasis with all the big-city amenities and none of the hassle,” said VisitLEX VP of Marketing Leslie Miller. “And it’s right in the middle of a bluegrass landscape that couldn’t be any more picturesque. However, when it comes to vacation destinations, we’re not always top of mind.”
“The ‘Look at Lexington’ campaign,” continued Miller, “puts a spotlight on all of the things that make Lexington such a fantastic place to visit.”
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