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

 

"Take It All In" Case Study | 2:00

 

VIDEO

 

"Alabama Beach" | :30

 

"Alabama Food" | :30

 

"Alabama Music History" | :30

 

"Alabama Outdoors" | :30

 

"Alabama Mardi Gras" | :30

 

"Alabama Craft Beer" | :30

 

EXPERIENTIAL

We brought Alabama to New York by giving city dwellers unique sensory experiences one can normally only find in Alabama.

 

"Alabama Beach Experiential" | 1:20

 

"Alabama Mardi Gras Experiential" | 1:20

 

"Alabama Outdoors Experiential" | 1:20

 

"Alabama Beer Goggles" | 1:20

 

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.

 

Alabama Outdoors 360 Video

 

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. 

 

New Yorkers were invited to escape the concrete jungle and go “Somewhere Else.”

 

At the biggest bus station in the U.S. and the busiest in the world, we celebrated a very different type of vehicle.