by Barry Biggar

In conjunction with Corman & Associates we have designed the Mobilexhibit trailer to serve a variety of marketing functions for us. Primarily, it will act as a mobile Visitor Information Center—traveling mostly to festivals and events in and around scenic central Kentucky.

The Lexington Convention and Visitors' Bureau (LCVB) has enjoyed an excellent relationship with Corman & Associates for many years. Our image is important to us and Corman's is the premier exhibit firm in the tri-state area.

Its inaugural venue was the Kentucky Horse Park, where a large international exhibition, Imperial China — The Art of the Horse in Chinese History, was hosted. Visitation to the exhibition was in the 500,000 to 1 million range.

Our strategy is to capture visitors to the exhibition and help them plan their stay in Lexington. In fact, we hope to entice visitors to extend their stay, once they have learned about the many other attractions located here in the Lexington area.

"The trailer is a mobile billboard for Lexington wherever it travels. The exterior graphics wrap pictures a racing thoroughbred in full gallop on one side and a striking vista of Kentucky rock fences on the other.

The trailer accommodates a large high definition TV, a computer and printer, and offers lots of space for promotional literature that visitors will find useful, including information on local hotels, restaurants, museums, galleries and other attractions.

The trailer will be stationed at a variety of festivals and Civil War re-enactment sites. It will be used wherever and whenever there is a large gathering in the Lexington area.

We're also planning to use the Mobilexhibit at shopping mall destinations in and around the state. The trailer can be situated easily indoors because it will go through any set of double doors and—literally—within minutes, we can be open for business.

Over the winter months the unit will be used at indoor trade and consumer shows, both locally and nationally. The Mobilexhibit trailer certainly commands a presence over the usual tabletop displays and other exhibits.

"I like the way that we can customize the displays at any time with new graphics, literature and videos to suit whatever audience we are seeking to reach."

The exhibit trailer has opened up several revenue generating avenues for us as well. The unique design realized by Corman's has allowed us to sell sponsorship space in the trailer doors to local businesses, who can then increase their profile at events and shows where we have a presence.

We will also offer the Mobilexhibit to event organizers who are interested in using the trailer as a communications hub; to disseminate information at shows and act as a message center for delegates.

Kentucky is a unique destination and the Mobilexhibit trailer is a unique way of delivering our message—so it ties in beautifully.

The trailer really attracts attention. It is a unique vehicle in itself and, coupled with the technology on board, it is an ideal means of delivering our message to our visitor base. The trailer enables us both to entice and to serve them.

We think of it as taking the destination to the people!

Lexington, Kentucky is located within a day's drive of 75% of the population of the United States, Lexington is strategically located at the intersection of interstates 64 and 75.

For more information, contact the Lexington Convention and Visitors Bureau, [www.visitlex.com].   Visitor Info: 1-800-845-3959 or 859-233-7299.   Group Info: 1-800-848-1224 or 859-233-1221.

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