• by Danielle Oster , April 13, 2025

Departing visitors might seem like an odd focus for a tourism campaign.

Yet a new “Stay Awhile” spring tourism campaign from VisitLex makes it work by tackling the “travel regret” of Lexington, Kentucky visitors who wish they’d had more time in the city. Created in collaboration with the Lexington-based agency Cornett, the campaign includes seemingly negative lines like “You’ll hate to go” and “The saddest view in Lexington…” to grab viewers’ attention, before revealing the context: “Lexington, Kentucky, is a hard place to leave. Especially when you know you’ve left so much of the city unexplored. But that’s an easily avoidable mistake.”

Interspersed with the copy is imagery showcasing mountain views, local restaurants, whiskey distilleries, and other tourist attractions. Another ad makes sure to open more positively, with the message, “You’ll love coming to Lexington.”

The campaign is running through April 27, with paid-media placements across print and social media, digital video, and OOH platforms — with the latter including a contextual billboard at Lexington’s Blue Grass Airport addressing departing travelers with the message: “It’s not too late to turn back. Visitors often regret leaving too soon. Don’t make the same mistake.”

In the closing moments, ads invite viewers to book a three-day stay in the city, with the “three” replacing a crossed-out number “two” in the copy, a change that gets to the heart of the strategy.

 “Our research showed that a lot of people view Lexington as a one-hit wonder,” said VisitLex Vice President of Marketing Leslie Miller in a statement. “Guests typically book visits for less than two nights to experience our bourbon, horses, or a special event. But, they inevitably fall in love with the city and the stunning landscape and wish they had more time to experience some of Lexington’s more unexpected attractions like our incredible culinary scene and creative culture.”