VisitLEX and Cornett: A Look at Their Enduring Collaboration

VisitLEX Renews Collaboration with Cornett

In the competitive realm of tourism marketing, partnerships that thrive over time are a testament to their effectiveness. VisitLEX, the tourism bureau for Lexington, has decided to extend its partnership with Cornett, an independent marketing agency that has driven the brand’s strategy for over 13 years. This collaboration is set to continue fostering creativity and bold marketing strategies that are unique to Lexington.

Strengthening Economic Impact Through Continuous Growth

Recently, VisitLEX has celebrated remarkable achievements, including a projected economic impact of $1.7 billion from travel in 2024. This significant number captures the essence of a city that has been recognized by Condé Nast as one of the Top 5 Best Small Cities in the U.S., a title that enhances its appeal to travelers from near and far.

The Role of Cornett in Creative Marketing

Leslie Miller, the Vice President of Marketing for VisitLEX, emphasizes the invaluable role Cornett plays in the realm of creative advertising. The agency has helped reshape perceptions and boost awareness of what Lexington has to offer. “Cornett has been instrumental in getting people thinking and talking about our brand,” says Miller. The collaboration is not just beneficial for the bureau but also positively impacts the local community, economy, and region as a whole.

A Journey Through Creative Campaigns

Since 2012, Cornett has been at the helm of some of the most innovative campaigns that have put Lexington on the map. For instance, the agency’s remarkable 2017 campaign featured an ad filmed with horses, cleverly showcasing the city’s identity as the horse capital of the world. Other unique endeavors include debuting a Queen’s Gambit-inspired hotel room in 2021 and introducing the world’s first plant-friendly hotel in 2022. The creativity of Cornett paved the way for an advertisement that aimed to reach aliens in 2024, a feat described by Fast Company as witty and imaginative.

Campaigns That Create Buzz

The campaigns designed by Cornett have a shared goal: to redefine how people view both Lexington and the bureau itself. This reflects a strong and trusting relationship between the client and the agency, which encourages creative thinking and smart risk-taking. Such efforts have elevated VisitLEX into one of the most talked-about destination brands globally.

Celebrating Creativity and Success

Christy Hiler, the owner and CEO of Cornett, regards the partnership with VisitLEX as a hallmark of success. She expresses excitement about former campaigns that feature intriguing concepts like “sneakers for horses” and “field parties for aliens.” This whimsy is reflective of the creative spirit that infuses their collaborative projects.

Reflecting on Destination Marketing

VisitLEX’s journey alongside Cornett is an excellent case study for tourism marketing, highlighting the importance of innovation and creativity in elevating a location’s global visibility. The agency’s work showcases that effective branding can transform tourism destinations, making them not just places to visit but experiences to be remembered.

Заключні думки

The relationship between VisitLEX and Cornett exemplifies how creative and daring marketing efforts can have profound impacts on tourism. Highlights of their campaigns serve as reminders that understanding a destination’s unique identity can lead to successful marketing initiatives. Tourists are increasingly drawn by innovative presentations of local culture and attractions, making it clear that personal experiences in Lexington may often exceed even the most glowing reviews and feedback.

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Висновок

Bringing together creativity, strategic partnership, and acknowledgment from industry leaders, VisitLEX and Cornett illustrate a model of successful destination marketing that other tourism boards can aspire to. As the tourism landscape evolves, embracing innovative campaigns like theirs will be essential in attracting visitors eager for unique travel experiences, such as safari tours, museum tours with live guides, or even interactive online cultural workshops.