Destinations Council Destiny Awards > Public Relations Campaign

NeighSMR

About This Entry:

If you aren’t familiar with ASMR (Autonomous Sensory Meridian Response) videos, know that they are taking the internet by storm. These satisfying videos emphasize sound over anything else to produce a tingle-inducing sensation for viewers. In true Kentucky fashion, the team at VisitLEX dipped their hooves into the popular phenomenon known as ASMR in a fun and unique way that only the “Horse Capital of The World” could pull off, using a horse named Hank.

This approach is unique in the tourism space because most destinations focus on promoting the sights, while the sounds of a destination are often neglected. VisitLEX is the first tourism brand to introduce ASMR into their destination marketing strategy and VisitLEX is the first brand to use a horse in an ASMR video.

We saw this as an opportunity to do something fun and different while playing on the phenomenon of ASMR. Folks can watch this video and if they decide to visit Lexington, they can go out to the Kentucky Horse Park or one of the 450 horse farms surrounding Lexington and experience the sights and sounds for themselves.

Campaign Strategy:

We joined forces with our pals at the Kentucky Horse Park, put a mic on a horse named Hank and let him shine. We filmed him eating carrots, apples, peppermints and some horse biscuits and then we pushed it out organically on Facebook and Instagram and also posted it to the VisitLEX YouTube channel.

Results:

As the first tourism brand to introduce ASMR into their destination marketing strategy, we received some fun mentions in the press. It's been featured in ADWEEK, Fast Company, Herald Leader, KSR, Ads of The World and even a French ad pub. So far, it’s gotten over 88k views on Facebook and over 255k views and counting on YouTube (as of 5/16/2019) with over 900 comments and 18k upvotes (it only has 318 down votes). Pretty fantastic for a campaign that cost around $4,000 to bring to life.

Plus! the sentiment is high.

The only ASMR I’ve ever reacted to😂😍 - Laura Rigsby

I’m crying I love this - Paitin Altman

I hate eating ASMR, but this was nice. - Cullen Smith

That horse is hawt. - ShizukaYumi Gamer

This is the best ASMR video I have ever seen. - Morgan Lovaas

Why This Is A Finalist: 

Judges commented on the uniqueness of the campaign, as well as its overall success considering the budget. The idea to push VisitLEX by following a "horse named Hank," is hysterical and rather informative at the same time! This was a unique and interesting play on what Kentucky is best known for. The campaign cost $4,000 and received more than 88,000 views on Facebook and over 255,000 views on YouTube.