Digital horse alternatives from VisitLEX are sure to disappoint, but it’s for a good cause.
Truism #1 — VisitLEX and media partner CORNETT consistently produce some of the most creative destination content we’ve ever seen.
Truism #2 — “Horse Capital of the World,” VisitLEX aligns to core branding = Bluegrass Region and Thoroughbreds.
Truism #3 — They are reliably fast to catch a trend and cleverly exploit it, frequently in a cheeky tone of voice.
Truism #4 — They’ve done it again.
“NFTs are definitely hot right now,” said VisitLEX VP of Marketing Gathan Borden, “but they’re no substitute for the real deal. You might not be able to get your kids an actual pony, but that doesn’t mean you have to disappoint them. You can give them an experience they’ll never forget with a convenient, affordable trip to Lexington to see the finest Thoroughbreds in the world.”
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Related: Horses Are the Photographers in Stunning New Tourism Ads for VisitLEX
Executive Creative Director Whit Hiler at Team CORNETT explains, “I know you’re probably sick of hearing about NFTs, but let me explain. Every year, kids around the world beg their parents to get them a pony for Christmas. But horses—especially Lexington, Kentucky’s, world-class Thoroughbreds—are super expensive and a huge responsibility.
With that in mind, VisitLEX is offering up for sale a collection of “Non Fungible Thoroughbreds” this Holiday Season, 10 disappointing digital images that look absolutely nothing like the beautiful analog horses that actually live in Lexington, the Horse Capital of the World.
As seen in this launch VIDEO, kids can barely tell the difference and really appreciate the cost-saving practicality.
For a limited time and for a fraction of the cost of a real pony, folks can buy their little helpers one of these pixelated square JPGs of something that looks vaguely equine.
Just imagine children around the world crying tears of joys on Christmas morning when they finally lay eyes on an 8-bit ‘OpenSea Biscuit,’ ‘Man o’ Snore,’ or ‘The Ohio of Horses.’
Heartwarming isn’t it?
And parents will be happy to know that Non Fungible Thoroughbreds require no feeding, training, or upkeep of any kind. You just can’t ride them, feed them, pet them or, like most NFTs, do much of anything with them at all because they only exist on every child’s favorite online ledger: the blockchain!
The VisitLEX collection of Non Fungible Thoroughbreds is available now at NonFungibleThoroughbreds.com. And proceeds from the auction will be donated to Old Friends Farm, a nonprofit organization in Georgetown, Kentucky, that provides a dignified retirement for real Thoroughbreds once their racing and breeding careers are over.”
NOTE: The fifth annual 2022 eTSY Awards for Excellence in Digital Marketing will launch in January and be presented at eTourism Summit in Orlando in June (registration is open and discounted through 12/31/2021). Think ahead about your most innovative campaigns and watch this space for more details on submitting your entries.
Susan Estler says
Just brilliant! As a horse owner and “that kid” when I was growing up I can’t tell you how much I love this! Where was one of the places I went for my 50th birthday? Lexington to see the horses and facilities. The donation to “Old Friends Farm” is the cherry on the top.
Laurie Jo Miller Farr says
All for a good cause.