The Look at Lexington Campaign Showcases Kentucky's Hidden Gem
Grace Mahas — March 16, 2023 — Marketing
References: youtube
VisitLEX, Lexington's tourism partner, has joined forces with Cornett agency to create an ambitious new campaign titled Look at Lexington. Encouraging travelers to discover a convenient, affordable, and authentic getaway, the campaign highlights the best of the Bluegrass State. As part of their recovery strategy, VisitLEX is utilizing pandemic relief funds from the American Rescue Plan to create video, OOH, digital display, social media, and sponsored media content ahead of the spring travel season.
The campaign's centerpiece, a quirky 30-second TV spot, features a charismatic host promoting Lexington as the ultimate Kentucky destination, with the tagline "The coolest, Kentucky-est getaway." VisitLEX VP of Marketing, Leslie Miller, explains that the campaign aims to raise awareness of Lexington's unique attractions and picturesque landscapes, making it an alluring destination for tourists worldwide.
The campaign's centerpiece, a quirky 30-second TV spot, features a charismatic host promoting Lexington as the ultimate Kentucky destination, with the tagline "The coolest, Kentucky-est getaway." VisitLEX VP of Marketing, Leslie Miller, explains that the campaign aims to raise awareness of Lexington's unique attractions and picturesque landscapes, making it an alluring destination for tourists worldwide.
Trend Themes
1. Authentic Getaway Tourism - Businesses in the tourism industry can offer unique and authentic travel experiences to attract travelers seeking a one-of-a-kind adventure.
2. Pandemic Relief Campaigns - Businesses can leverage pandemic relief funds to create marketing campaigns and support economic recovery in the tourism industry.
3. Quirky Destination Promotion - Advertising campaigns that utilize unique and memorable content can capture the attention of potential travelers and differentiate a destination from competitors.
Industry Implications
1. Tourism - Tourism businesses can take advantage of the trend towards authentic and unique travel experiences by offering packages that showcase the hidden gem destinations in their areas.
2. Marketing - Marketing agencies can find growth opportunities and provide value by designing memorable and quirky destination promotion campaigns for tourism businesses.
3. Media - Media companies can benefit from businesses' increased use of digital marketing channels by offering effective and innovative strategies to reach potential travelers in a crowded online space.
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