Outstanding Integrated Ad Campaign

The audience for these immersive, HTML5-animated ads is primarily outdoor-lovers from the surrounding major markets within the region. These are meant to attract visitors who might be considering travel to area mountain destinations, and are designed to both capture attention while simultaneously placing the viewer—so to speak—within the scene. The movement is hoped to provide a taste of what it would be like to experience the “awe” of Boone’s natural surroundings in person. Rather than simply showing a static mountain range, we first pan across the scene asking the viewer “Got Awe? We then switch POV to show closeups of models wearing season-appropriate garb and reflective glasses or goggles. The same vista is then animated within the eyewear’s reflection to mimic the continuation of panning movement.

Contributors:

Executive Director, Explore Boone:	Wright Tilley
Director of Social Media and PR, Explore Boone:	Emily Neeley
Director of Tourism Outreach, Explore Boone:	Hope Thingelstad
Senior Vice President, Miles Partnership:	Ryan Thompson
Account Director, Miles Partnership:	Ileana Frascone
Account Supervisor, Miles Partnership:	Vince Tatarian
VP of Brand, Miles Partnership:	Jordan Wollman
Brand Strategist, Miles Partnership:	Jeff Wollman
Associate Art Director, Miles Partnership:	Taryn Parker

MILES PARTNERSHIP

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.