The "Look at Lexington" campaign by VisitLEX, developed in collaboration with agency Cornett, positions Lexington as the definitive representation of Kentucky’s authentic charm, emphasizing it as an affordable, convenient, and distinctly local travel destination. The campaign’s core brand proposition highlights Lexington as a unique alternative to the overcrowded and overhyped tourism hotspots, promising travelers an experience that is both genuinely immersive and reflective of the Bluegrass State’s cultural identity, including its landscapes, bourbon heritage, and equestrian traditions.
Strategically, the campaign leverages the post-pandemic travel recovery climate by adopting a traditional media mix—including video, out-of-home advertising, digital display, social media, and sponsored content—to reinforce a clear and memorable call to action: “Look at Lexington.” The creative approach builds on VisitLEX’s prior unconventional tactics but shifts toward broader, more accessible messaging aimed at mainstream domestic and international travelers planning their spring getaways. By challenging typical travel expectations and inviting exploration beyond familiar destinations, the campaign appeals to consumers seeking authenticity and a distinctive regional vibe not easily captured by mass tourism. Additionally, the use of pandemic relief funding underscores a targeted effort to stimulate local economic recovery through increased visitor engagement, while the narrative tone balances storytelling with a direct appeal to action. Overall, the campaign’s insight rests on the opportunity to reframe Lexington’s appeal by combining its unique cultural assets with an accessible and inviting image, thereby differentiating it within the competitive travel and tourism landscape.
FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity.
This campaign fits the "Unique Personality Property" format because it centers on positioning Lexington as possessing singular, authentic qualities that make it distinct within Kentucky and the travel market at large. The language—“bluegrassy-est, bourbon-est, horsey-est place in the world”—uses playful superlatives to endow the city with a memorable, ownable identity. Rather than telling a story or directly contrasting with competitors, the campaign urges travelers to “Look at Lexington” by highlighting its personality-driven essence and unique appeal as “The Kentucky-est Getaway.”
1. Nashville Convention & Visitors Corp – Positioned as a vibrant music and cultural hub, Nashville leverages its rich musical heritage and dynamic nightlife to attract travelers seeking entertainment, culinary experiences, and Southern hospitality, emphasizing a blend of urban excitement and historical charm.
2. Louisville Tourism – Louisville promotes itself through a strong focus on bourbon heritage, the Kentucky Derby, and local culinary scenes, appealing to travelers interested in iconic events, rich history, and a growing urban environment that offers unique experiences rooted in tradition.
3. Tennessee Tourism – Tennessee markets itself as a diverse destination offering natural beauty from the Smoky Mountains to vibrant cities like Memphis and Nashville, combining outdoor recreation with rich musical history and Southern culture to attract a wide audience of leisure and adventure travelers.
4. Asheville Convention & Visitors Bureau – Asheville differentiates through its emphasis on arts, craft breweries, and access to the Blue Ridge Mountains, targeting travelers who desire a creative, laid-back atmosphere paired with outdoor activities and wellness-focused experiences.
5. Charleston Area Convention & Visitors Bureau – Charleston positions itself as a premier historic and coastal destination, highlighting its well-preserved architecture, Southern charm, culinary excellence, and picturesque waterfronts to attract tourists seeking heritage, luxury, and scenic beauty.
Q: What is Look at Lexington – The Kentucky-est Getaway about?
A: Look at Lexington – The Kentucky-est Getaway is a 2023 integrated campaign created by agency Cornett for VisitLEX, the official tourism brand for Lexington, Kentucky. Designed to reposition Lexington as the definitive destination within the Bluegrass State, the campaign targets travelers seeking an authentic, affordable, and convenient getaway. Through a mix of video, out-of-home, digital, social, and sponsored media assets, the campaign invites audiences to look past overcrowded, overhyped tourist hotspots and discover Lexington’s unique blend of bluegrass landscapes, bourbon culture, and equestrian heritage. The initiative leverages pandemic relief funding to drive tourism recovery and elevate Lexington’s profile on both domestic and international stages.
Q: What creative device does Look at Lexington – The Kentucky-est Getaway use?
A: According to Clapboard’s global ad archive, Look at Lexington – The Kentucky-est Getaway employs FORMAT#11 UNIQUE PERSONALITY PROPERTY as its creative device. This approach centers on highlighting Lexington’s singular qualities, using playful superlatives such as bluegrassy-est, bourbon-est, and horsey-est to establish a memorable, ownable identity for the city. Rather than relying on narrative storytelling or direct competitive contrasts, the campaign foregrounds Lexington’s personality-driven essence, positioning it as the Kentucky-est getaway and inviting travelers to experience its authentic charm.
Q: What is the campaign proposition for Look at Lexington – The Kentucky-est Getaway?
A: The strategic proposition behind Look at Lexington – The Kentucky-est Getaway is to position Lexington as the ultimate embodiment of Kentucky’s authentic charm, offering travelers a genuinely immersive, affordable, and convenient alternative to crowded, mainstream destinations. By showcasing the city’s distinctive cultural assets—its landscapes, bourbon heritage, and equestrian traditions—the campaign aims to attract both domestic and international visitors who value authenticity and a unique regional vibe. This positioning is especially relevant in the context of post-pandemic travel recovery, as VisitLEX seeks to stimulate local tourism and economic growth by reframing Lexington’s appeal for a broader audience.
Q: How does Look at Lexington – The Kentucky-est Getaway rank in Clapboard's archive?
A: Look at Lexington – The Kentucky-est Getaway holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the travel and tourism sector.
Q: Who are the competitors in VisitLEX's category?
A: In the travel and tourism category, VisitLEX competes with several prominent destinations: Nashville Convention & Visitors Corp positions itself as a vibrant music and cultural hub with a focus on entertainment and Southern hospitality; Louisville Tourism emphasizes its bourbon heritage, the Kentucky Derby, and a thriving urban scene rooted in tradition; Tennessee Tourism markets the state’s natural beauty and musical history for a broad leisure audience; Asheville Convention & Visitors Bureau targets travelers seeking arts, craft breweries, and outdoor experiences in a creative, laid-back setting; and Charleston Area Convention & Visitors Bureau highlights historic architecture, Southern charm, and coastal luxury to attract heritage and scenic beauty seekers.
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