VisitLEX roots wellness in the Bluegrass

The company has released a promotional film styled on luxury wellness retreats, featuring the Bluegrass Bathing experience in Lexington's countryside

VisitLEX has introduced Bluegrass Bathing, a wellness initiative inviting visitors to experience guided outdoor activities across Lexington, Kentucky, inspired by the growing interest in grounding, or earthing.

Developed with agency Cornett, the programme encourages visitors to spend time in Lexington's Bluegrass landscape through guided wellness sessions at horse farms and parks across the city.

Wellness programme built around Bluegrass

Grounding is a wellness practice based on making direct contact with the Earth's surface. VisitLEX says the programme draws on research suggesting the practice may help improve sleep, reduce stress and lower inflammation.

Bluegrass Bathing will be available at participating Visit Horse Country farms and several public parks, including Kentucky Horse Park, Gatton Park and selected Lexington Parks & Recreation locations. Visitors can book experiences that include Pilates, sound baths and guided meditations, with the option to add a tour of the host horse farm.

Guided experiences across Lexington

VisitLEX has also developed a series of guided meditations inspired by Lexington's natural landscape, alongside a sound bath video filmed at a local horse farm and led by Amy Hudson, a certified Reiki master and sound healer at the Sound Healing Center of Lexington.

Mary Quinn Ramer, President, VisitLEX: "If grounding is all about reconnecting with the Earth, then we're inviting folks to start their wellness journey with the best, most natural and nutrient-rich ground in America. For centuries, these rolling hills have nurtured some of the world's most celebrated Thoroughbreds and the limestone water that runs beneath it has become the bedrock of our bourbon industry. But it's also the way this Bluegrass makes you feel. Visitors consistently report they feel more relaxed the moment they touch down in Lexington. Bluegrass Bathing is our invitation to slow down, take a breath and experience the landscape that makes Lexington unlike anywhere else in the world."

Campaign promotes Lexington wellness tourism

To support the launch, VisitLEX has released a promotional film styled on luxury wellness retreats, featuring the Bluegrass Bathing experience in Lexington's countryside.

Mary Quinn Ramer: "We love creating experiences that could only happen in Lexington. Bluegrass Bathing playfully reminds travelers that sometimes the best reset is simply being present and reconnecting our bodies with the Earth in a beautiful, natural setting. It's wellness, Kentucky-style."

Visitors can access guided meditations, participating locations and booking information through the Bluegrass Bathing section of the VisitLEX website.

www.visitlex.com

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