Capturing the mood of Lexington
Horses, hoops and hooch in Lexington, Kentucky.
VisitLex undertook a major video content initiative: produce 100 pieces of video content in a single year.
With the bold goal set, Native was selected to lead the signature videos showcasing the destination’s four strongest assets: horse country, bourbon, beer and culinary arts.
Native led concept, creative direction and production. Building on VisitLex’s campaign, “Southern starts here,” we developed a concept that showed reasons why travelers love to linger and really enjoy Lexington. That feeling came through in detailed mood boards and the ultimate creative execution, down to the pacing of the videos themselves: with a slow lingering introduction, ramp up into high energy, and slow fade out to that lingering, can’t-we-stay-another-day feeling.
For the shoot, we selected frequent video partner Mammoth Media to shoot and edit. Over the course of seven days we toured, tasted and documented the sights and sounds of Lexington, Kentucky. While these topics have been covered before, the editing and care given to each video – read more about them below – captured the feeling of taking time to absorb all the city has to offer.
All videos were posted to both Facebook and YouTube. Within the first week, Horse Capital video caught traction on Facebook, garnering 75,000 views with fan engagement of 2268 shares and 142 comments. The most surprising stat is the media budget behind it: zero. The media plan was slated to start in the fall, so all views and engagement were purely organic.
HORSE CAPITAL OF THE WORLD
From the loving farms that raise horses, through their racing career, to the beautiful farms they retire on, the whole city of Lexington honors horse culture.
In Lexington, the historic birthplace of bourbon, you can explore distilleries and sip to your heart’s desire.
So much more than Southern food, Lexington’s restaurants tap into fresh and local cuisine and collaborate with craft makers throughout the city.
The beer culture in Lexington is energetic, down-to-earth and welcoming. There’s a ton of talent and support for local breweries, who collaborate with the local distilleries to make their drinks even more delicious.
Native understood our vision and brand, then merged it with their own creative ideas. Logistically, everything went very smooth as Native had complete control of the project. The final product is one that all staff, city leaders, industry partners and locals absolutely LOVE.Gathan Borden
Vice President of Marketing, Visit Lexington