The Web Marketing Association is proud to present this 2021 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Travel Online Video
The initial audience for our 2020 marketing campaign was both in-state and out-of-state visitors ages 30-54 with a household income of $70,000+ who traveled frequently and demonstrated a higher interest in active adventure, culinary, culture, couple and family experiences. Its goal was to generate awareness of Kentucky as a top travel destination, both to remind those already familiar with the state and to attract potential new visitors to start planning their vacations.
Once COVID-19 hit, however, we quickly changed course by pausing that campaign and creating a new inspirational video designed to reach only in-state residents with an uplifting message that would instill a sense of pride and create a powerful – and much-needed – feeling of connection during a time of extreme solitude. More than just a “we’re here when you’re ready” invitation to travel, this promotional video offered a reassuring and aspirational message to both residents and state tourism attractions during a time when they needed it most.
This video campaign saw extraordinary results in just two months. The paid social campaign garnered 14,299 landing page views for KentuckyTourism.com with a $0.84 CPC, while digital video drove 96,008 landing page views with a 0.56% landing rate!
By showing inspirational scenes of Kentucky’s unique travel experiences – horses grazing in pastoral fields, bourbon aging in barrels, chefs creating signature dishes, people enjoying nature – we provided a reassuring message that Kentucky was still very much a special place and that we’d be able to safely welcome visitors back to enjoy it again someday.
Contributors:
| VP, Creative Director: | Neal Alfano |
| Account Director: | Cynthia Kendrick |
| Senior Content Director: | Steven Keith |
| Director of Film & Video / Executive Producer: | Brianne Z Maciejowski |
| Associate Producer / Video Production Manager: | Dani Ronan |
| Project Manager: | Susan Schuldt |
| Advertising Campaign Manager: | Samantha Davis |
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.