Cannes Lions

“Take It All In” (Outdoor)

INTERMARK GROUP, Birmingham / ALABAMA TOURISM DEPARTMENT / 2017

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Case Film

Overview

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Credits

Overview

Description

An Alabama vacation is about taking time to truly savor the moment. The idea was to distill unique Alabama experiences with sensory details, the types that enable vacation memories.

For out-of-home, we designed billboards with visual and audio appeal. In the crowded streets of New York, Atlanta and Myrtle Beach, we erected colorful creative where turquoise skies met white beach sands, and enticing headlines (“Hear what your next vacation could be on 96.7 FM”) invited passersby to tune in to a local, short-band radio station that featured Alabama sounds and experiences.

Those who tuned in to the channel heard the soothing sounds of a Gulf Coast summer vacation. A female DJ narrates the experience, her voice backed by calming waves, footsteps in the sand and the sound of a of a beach chair and cooler being set up. She directs listeners to visit Alabama.travel for more information.

Execution

As mentioned, this was part of a larger campaign that included TV, print, digital and experiential marketing. Our out-of-home component ran from June to July 2016 and on billboards in New York, Atlanta and Myrtle Beach, and directed people to local radio stations that played the sounds of Alabama. Additionally, interactive bus shelters allowed commuters to choose which Alabama attraction they wanted to experience.

Outcome

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%)

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

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