Oliver, a unique 17-year-old travel advisor, operates out of the renowned Kentucky Horse Park in Lexington, Kentucky. His innovative approach involves crafting personalized itineraries that entice visitors to explore his vibrant hometown, with recommendations ranging from accommodations to local experiences and culinary delights.
In addition to his role as a travel advisor, Oliver serves as a member of the mounted unit at the Kentucky Horse Park, where he works alongside his companion, Captain Lisa Rakes. This dual involvement enriches his understanding of the equestrian culture that defines the region.
Oliver’s desk at the Kentucky Horse Park. Photo Credit: VisitLEX
Surprisingly, Oliver is not your average travel advisor; he is, in fact, a horse—a stunning black-and-white paint/Shire cross. This creative initiative led by VisitLEX harnesses Oliver’s unique capabilities, employing a playful twist on itinerary planning through his proprietary “Neigh-I” method, presented as an engaging alternative to traditional AI.
Leslie Miller, vice president of marketing, VisitLEX. Photo Credit: VisitLEX
Leslie Miller, vice president of marketing at VisitLEX, explains the strategy: “We’re the ‘Horse Capital of the World,’ continually striving to embed our identity as a destination. Our goal is to create a sense of place in Lexington with every promotion.” In light of the rising discussions surrounding artificial intelligence, the team aimed to integrate the technology while simultaneously emphasizing the value of genuine human connections in travel planning.
Oliver’s expertise is pivotal in this campaign. The itineraries he crafts can be accessed on the VisitLEX website, featuring an extensive database of accommodations and local experiences. Visitors can request personalized trip adjustments through an interactive chat function, allowing for custom itineraries that highlight themes such as bourbon tastings and equestrian activities.
Oliver plans vacations by choosing different treats to eat. Photo Credit: VisitLEX
The selection process for Oliver’s itineraries is whimsical and interactive. A video from VisitLEX reveals that Oliver chooses from an assortment of treats such as carrots and apples placed in front of various accommodation and dining options. His selections guide the itinerary recommendations for visitors, promising a delightful planning experience.
Leslie Miller expresses satisfaction with Oliver’s contributions: “They’re absolutely fantastic. Oliver excelled in crafting itineraries that cater to diverse interests. We believe anyone would enjoy the experiences provided in his recommendations.”
To promote this distinctive campaign, VisitLEX utilizes a mix of earned media, social media outreach, and live events at their visitor center. This innovative strategy not only showcases Lexington’s unique offerings but also invites visitors to engage with the heart of the city through personalized travel experiences.
