Some tourism campaigns start by listing everything you can do at a destination\u2014restaurants, landmarks, nature, activities, hotels. And then there are those that find a single idea and let everything revolve around it.<\/p>\n
Bluegrass Bathing, created by CORNETT for VisitLEX, is firmly in the latter camp.<\/p>\n
The campaign taps into a major wellness trend: grounding, or earthing\u2014the idea of physically reconnecting with the earth. But instead of taking itself too seriously, Lexington does something far more interesting: it looks at its own landscape and thinks, if you\u2019re going to touch grass, it might as well be Bluegrass.<\/p>\n
The idea is simple. That\u2019s exactly why it works.<\/p>\n
Lexington already has the scenery: more than 450 horse farms, parks, rolling green hills, and a deep-rooted connection to the land that shapes much of its identity. CORNETT didn\u2019t need to invent a new tourism angle. They took what was literally under everyone\u2019s feet and turned it into an experience, a campaign, and a reason to visit.<\/p>\n
That\u2019s where the magic begins.<\/p>\n