Always spell out names of agencies and organizations on first reference, followed by the common abbreviation or acronym in parenthesis. On following references, the abbreviated agency name is preferred to the agency acronym. For instance, the American Bourbon Association should be referred to on second reference as the ABA.
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Except for addresses, use full state names: Lexington, Kentucky

Opt for gender-neutral titles like VisitLEX spokesperson.

It's acceptable to use ampersands (&) and percent signs (%) in headlines, subheadings, charts, graphs, and web buttons. However, be consistent.

Always use numerals when writing out building numbers in addresses.
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In reference to specific street names, always spell out and capitalize words like Boulevard, Avenue, and Street. For street names that are also numbers, spell out and capitalize First through Ninth and use figures for 10th and higher (e.g Third Street and 12th Street).
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If a street name includes a cardinal direction, abbreviate North, South, East and West only when referring to a specific building (e.g. 326 N. Limestone Street or North Limestone Street).

Phone numbers use parentheses around area codes and hyphens between groups of numbers: (859) 123-4567.

Titles should always be capitalized when they appear before a person's name.
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Use all caps for web buttons. Punctuating buttons are up to the discretion of the writer.
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Horse Capital of the World should always be capitalized as such.
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Southern should be capitalized when referring to a region and lowercase when referring to a direction: Southern hospitality. In the southern part of Lexington.
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Thoroughbred should always be capitalized.
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Bluegrass should be capitalized when referring to the region and lowercase when referring to the actual grass: The best restaurants in the Bluegrass. Horses love bluegrass.
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Horse Country is the name of a local tour business/VisitLEX partner and should be capitalized. Avoid referring to the region as such to minimize confusion.

Use quotation marks around titles of works of art and compositions, like books, songs, television shows, video games, and poems. Do not use quotations or italics for names of publications (e.g. "My Old Kentucky Home," or Southern Living).

Use common contractions like isn't, won't, and you'll when possible. This sets a more conversational tone.

Always use a person's title, first and last name upon first reference. Use title and last name for following references. Do not use courtesy titles (Mr., Mrs., etc.) unless needed to differentiate between people who have the same last name.

Spell out numbers one through nine. Use numerals for numbers 10 and greater. For numbers in the millions, billions or trillions, use a number and word (e.g. 1 billion, 4.8 million).

When referring to money, always use numerals preceded with a dollar sign (e.g. $400). When referencing an amount of money less than $1, use numerals and spell out the word cents (e.g. 30 cents).

For dates, avoid using ordinal numbers (1st, 2nd, or 3rd). Always use figures (e.g. March 7, 2023).

Always use numerals for dimensions. Spell out words like pounds, feet, and ounces.

The word percent should almost always be written out. A percent sign (%) may be used for charts, graphs, headlines and subheads.

Always use numerals for percentages (e.g. 30 percent, 6 percent).

Use numerals in reference to age. Hyphenate ages when used as an adjective before a noun or in substitution for a noun (e.g. the 2-year-old filly, or the 8-year-olds). Don't use an apostrophe when describing a period of time (e.g. in their 20s, or the 1950s).

Avoid hyperlinking "read here", or "click here". Hyperlinked text should always be descriptive to give readers a solid understanding of the linked content.When linking to content other than a web page, include file format in parenthesis after the linked text—e.g. Restaurant Guide (PDF).Use internal links whenever possible. For example, link to a VisitLEX.com business listing, not the business’s website.

Hashtags should be written in #CamelCase. Each word in the hashtag's phrase should begin with a capital letter. Acronyms/abbreviations within hashtags should be all capitals—#ShareTheLEX

Pronouns like you and ours should be used at the writer's discretion to address readers or services VisitLEX is providing. This helps humanize VisitLEX and makes us seem much more conversational and approachable.

Apostrophes: Add an apostrophe-s to all singular nouns, even if the noun ends in s. Use only an apostrophe with a singular noun if the following word begins with s (e.g. the bluegrass's beautiful color, or the bluegrass' sweet smell).

Bullets: Capitalize the first word of every bullet. Include a period only when the bulleted item is a complete sentence.Colons: Capitalize the first word after a colon if what follows makes a complete sentence.

Commas: Always use the serial comma, also known as the Oxford comma.

Dashes: Em dashes should be used—without spaces between them and adjacent words—to offset phrases. Avoid using en dashes when referring to ranges. Instead, spell out to, and, or through.

Dates: Always use the full name of the month (e.g. March 3, 2023).

Quotation marks: Periods and commas go inside quotation marks.