Oliver, a 17-year-old travel advisor based out of the Kentucky Horse Park in Lexington, Ky., has been hard at work crafting itineraries to draw visitors to his hometown. His trips are customized with everything from accommodations, to experiences, to food and drink recommendations.
For Oliver, travel advising is something of a side hustle. He's also a member of the Kentucky Horse Park's mounted unit, where he works closely with his partner, Captain Lisa Rakes.
Oliver’s desk at the Kentucky Horse Park. Photo Credit: VisitLEX
Did we mention that Oliver is a horse?
That's right. The black-and-white paint/shire cross is, in fact, an equine. He was recruited by convention and visitors bureau VisitLEX to use his proprietary "Neigh-I" — a horse-powered alternative to AI — to plan itineraries as part of its latest campaign.
Leslie Miller, vice president of marketing, VisitLEX. Photo Credit: VisitLEX
"We're the 'Horse Capital of the World,' so we're always trying to root ourselves and who we are as a destination, and making sure that whatever idea we're sharing, it's creating that sense of place for Lexington," said Leslie Miller, vice president of marketing at VisitLEX.
With the conversation around AI as hot as it is today, Miller said, VisitLEX wanted to play into it, but also remind people that real-life interactions and trip recommendations are an ideal way to experience a destination.
Enter Oliver.
The Kentucky Horse Park has a number of experiences for visitors. VisitLEX consulted with them and their mounted unit, and felt Oliver would be a great fit to put together itineraries. Plus, Miller said, visitors can actually visit the horse park and meet their "travel advisor" in person.
Oliver's itineraries can be found on VisitLEX's website, where there is also a database of accommodations, experiences and more that visitors can peruse. Visitors to the site can request customizations from Oliver via a chat function (for instance, a three-day trip that focuses on bourbon and horses).
A video from VisitLEX illustrates how Oliver crafts his itineraries. Treats, like carrots, apples and peppermints, are laid out on boards, each in front of an accommodation, experience, restaurant or bar. Which treat he eats indicates his pick for a visitor's itinerary.
Oliver plans vacations by choosing different treats to eat. Photo Credit: VisitLEX
So, how did he do?
"They're absolutely fantastic," Miller said. "Oliver did great. We were really pleased. I think anybody would have a great experience utilizing any of the itineraries that he's identified."
VisitLEX is promoting the campaign via earned media and social campaigns as well as at an experience in its visitor's center.