just look at it.
How so? Just look at it.This ambitious 360 campaign champions Lexington as by far the bluegrassy-est, absolutely the bourbon-est, and hands down the horsey-est place around.
With a tagline that doubles as a direct call to action, “Look at Lexington” practically demands that would-be travelers place the unexpectedly cool destination in their consideration set.
The eight-week-long paid media campaign delivered 197MM impressions, 265k clicks to the website, and 45MM video views. These numbers represent 114MM more impressions, 110K clicks and 21MM more video views than originally estimated.
The campaign was also VisitLEX’s first test of Performance TV, which measured 104,100 users exposed to the CTV spots as having visited Lexington from the months of March thru May of 2023.
More importantly, the flight saw a 112% increase in YoY visitation from target markets— a 30% incremental lift in overall visitation from these target markets.
In addition, hotels also saw a 5% increase in occupancy, 6% lift in ADR, and a 7% increase in demand, which accounted for a 13% increase in hotel revenue and 11% in RevPar.
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