Best Travel Online Video Campaign

The campaign is aimed to spark interest in drive-market visitors from both in-state and out-of-state who identify themselves as foodies. The goal of this campaign is to educate consumers on the diversity and quality of Kentucky culinary scene, while getting “up close and personal” with the chef’s behind the food.

To showcase Kentucky’s unique culinary experiences across all nine of the state’s travel regions, we teamed up with local chefs to create an emotional connection to the state’s food heritage to drive interest and action. The resulting videos highlighted the diversity of restaurants, chefs and recipes throughout the state’s nine regions, while acknowledging a wide variety of offerings – from sophisticated urban experiences to traditional “mom and pop” spots.

Videos were promoted through multiple efforts, including print, broadcast, digital, social media and PR driving traffic to a new culinary landing page prominently displaying this new content. We also developed a series of “how to” recipe videos and a corresponding recipe book so audiences can experience Kentucky’s culinary delights in their own home after their trip.

During the first four months alone, the campaign generated more than 8.7 million social media advertising impressions, 18 million targeted TV impressions and more than 72 million total paid media impressions.

Contributors:

Creative Director:	Neal Alfano
Senior Vice President:	Jay Salyers
Art Director:	Dustin Williams
Account Director:	Cynthia Kendrick
Project Manager:	Susan Schuldt

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.