Psychological Insight
When people take vacations, the truest memories created aren’t those of the big events and sightseeing kind. They are the ones not planned, the little moments…these are the impressions that last in our minds.
SAVORING THE SENSES THAT COME ALIVE IN ALABAMA
Brand Strategy
There are many touristy things to do in Alabama, but when you do things down South, you tend to take your time and savor them more. You can take it all in, but you’ll revel in the specifics of each state experience.
Creative Idea
Take It All In. Intermark knows that tourism campaigns need to showcase a range of activities and attractions, but we decided to focus on the most tangible parts of each stop and dramatize how each of your five senses experiences it.
Case Study
Video
EXPERIENTIAL
We brought Alabama to New York by giving city dwellers unique sensory experiences one can normally only find in Alabama.
Print + Digital
Each print ad highlighted sensory details of Alabama experiences.
A die-cut insert interacted with each Alabama destination, calling out the sensory aspects one would experience.
A custom onsert ran on the back of Condé Nast Traveler. Attached was a 360 headset that took viewers to Northern Alabama, where they could see and hear Little River Canyon.
Additional print ads took viewers to unique Alabama destinations by connecting them to an immersive 360 experience.
OUT-OF-HOME
Even our out-of-home had an interesting, sensory twist that took frustrated ears on vacation.
We showed travelers headed to New Orleans' Mardi Gras just how far they are from America's original Mardi Gras.
New Yorkers were invited to escape the concrete jungle and go “Somewhere Else.”
