The idea was to distill unique Alabama experiences to the sensory details that enable calming, savor-able vacation memories. An Alabama vacation isn’t running around and missing out on what makes it memorable. It’s about taking time to truly savor the moment.

Implementation:

TV/Video/Cinema: Textural, macro shots heightened the sensory experiences of Alabama beaches, food and music.

High-Impact Print: A die-cut insert interacted with both sides of a two-page spread to highlight sensory aspects of Alabama experiences.

Digital: Web banners featured Alabama experiences as well as an Alabama music Pandora station.

OOH: Billboard radio stations played the sounds of Alabama. Interactive bus shelters allowed commuters to choose which Alabama attraction they wanted to experience.

Experiential: We brought Alabama sensory experiences to New York to reach tourist influencers. We transported 1,000lbs. of sand to re-create the Gulf Coast and put the state’s cheesecake to the test. A tour bus takeover let visitors gain insights on Alabama along with NYC.

Timeline: May-Nov 2016

Placement: National travel and regional publications, integrated paid media in traditional SE markets + media impact markets: NYC, Chicago

Scale: Under $5MM (paid media, production)

Perception: Those exposed to the campaign had a significantly better perception of Alabama as a vacation destination vs. those who did not see the campaign. (46% vs. 32%).

Consideration: Those exposed to the campaign were significantly more likely to consider Alabama as a vacation destination vs. those who did not see the campaign. (68% vs. 44%)

Advocation: Those exposed to the campaign were significantly more likely to consider Alabama as a vacation destination vs. those who did not see the campaign (63% vs. 36%).

Site visits and social following: 30% increase in website traffic, website page views increased 140% and social following increased by 20%.

PR: Substantial earned media coverage: online and TV news coverage of NYC activation yielded 7.6MM impressions. Inclusion of Alabama in “places to see” in high-visible articles (e.g. New York Times, Washington Post).

Travel expenditures: ATD experienced record visitors and travel expenditures for 2016 (over $13B).