The Creativity Behind Smart Tourism Marketing in a Pandemic

COVID-19 has crippled many industries. None more so perhaps than travel and tourism. But some tourism marketers hit above their weight class, both in and out of a pandemic. Gathan Borden is one of them. He is the Vice-President of Marketing for VisitLex, the convention and visitor’s bureau of Lexington, Kentucky. His team entered 2020 with the challenge of building a new convention center. So coming into the year, meeting space was tight, then you lob a pandemic on top of it all and well … 2020, right?

But VisitLex has persevered. It launched daily content to uplift local businesses during the quarantine months, launched a new website that Inbound fans will appreciate as it is built to be more of a lead-generation mechanism, continued it’s reputation of outstanding creative with a confidence campaign we’ll describe in more detail. This coming off a year in 2019 when it was a finalist for a Shorty Award and swept regional ad and tourism awards for its marketing.

Jason Falls digs deep with Borden in this special podcast episode for the listeners at Inbound 2020.

Other resources mentioned in this episode include:

Gathan Borden can be found on LinkedIn. You can see VisitLex’s new website at

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