VisitLEX, in partnership with Cornett, has embarked on an audacious marketing adventure, launching the world’s first interstellar tourism campaign.
This initiative isn’t just a leap but a light-year jump into uncharted territories of marketing. Using cutting-edge technology, an infrared laser message was beamed from the Kentucky Horse Park towards the TRAPPIST-1 solar system, located 40 light years away.
Mary Quinn Ramer, the president of VisitLEX, emphasized the unique appeal of Lexington, stating, “We believe Lexington is the best place on Earth, ideal for extra-terrestrial travelers to begin exploring our world.”
This campaign not only extends an invitation to potential extraterrestrial visitors but also reinvents the concept of target audiences in travel marketing. To learn more about the world’s first interstellar tourism campaign, check out VisitLEX.
The Challenge
VisitLEX’s challenge was to elevate its innovative marketing legacy while reaching beyond traditional human demographics.
By targeting extraterrestrial life forms, they’re not just diversifying their audience but also reinforcing their position as pioneers in the travel marketing realm.
This interstellar approach is a bold statement, aimed at capturing the imagination of earthbound tourists and positioning Lexington as a hub of innovation and creativity, surpassing the usual boundaries of travel marketing strategies.
The Travel Marketing School Takeaway
The Wow Factor
Combining astrophysics with tourism is an unprecedented and imaginative approach.
This strategy not only makes the campaign stand out but also creates a bridge between two seemingly unrelated fields.
It shows that integrating scientific elements into marketing can yield a narrative that is not only fascinating but also deeply engaging, encouraging audiences to see a destination in a completely new light.
Reframing Local Resources
VisitLEX’s campaign brilliantly showcases how to repurpose local attractions in a novel context.
By presenting Lexington’s bluegrass, horses, bourbon, hotels, restaurants, and arts & science through an extraterrestrial lens, they transformed familiar local resources into a narrative that captures global attention.
This approach encourages travel marketers to rethink their assets creatively, turning the mundane into the extraordinary.
Innovative Packaging and Attention-Grabbing
This campaign exemplifies how repackaging existing attractions with a fresh and unconventional theme can reignite interest and attract attention.
By positioning everyday aspects of Lexington in an interstellar context, VisitLEX has captured the imagination of a wide audience, demonstrating the power of creative marketing in redefining a destination’s appeal.
DIY – Do It Yourself
- Integrate Science into Tourism Experiences
For a destination known for its natural landscapes or historical sites, incorporating scientific elements can offer a unique twist. For example, a geological tour that explains the ancient history of the landscape, or a biology-focused tour that highlights the unique flora and fauna of the area. This approach not only educates but also adds depth to the visitor’s experience.
Concrete Step: Collaborate with local scientists or educators to develop tours that focus on the scientific aspects of popular attractions. Create informative materials or interactive experiences that highlight the geological, biological, or astronomical features of your destination.
- Creative Collaborations for New Experiences
Collaborate with local artists or scientists to create new tourist experiences. For instance, if your area is known for natural beauty, partner with a local astronomer to offer stargazing tours, linking the natural landscape with celestial themes. For example, organize a night of stargazing and storytelling, where an astronomer explains the stars while you tie it to local folklore.
Concrete Step: Reach out to local experts in fields like astronomy, history, or art. Plan a series of events or tours that blend their expertise with your tour’s theme.
- Think Beyond Traditional with Futuristic Storytelling
Develop marketing materials (like brochures or social media content) that envision your destination in the distant future. How would a futuristic traveler describe your tours? This approach can generate interest among a younger, tech-savvy audience and set you apart from competitors.
Concrete Step: Create a short digital comic or animated video depicting a futuristic version of your tour or destination. Share this on social media and your website to engage potential customers with this imaginative portrayal of your services.
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