West Virginia State Tourism
Almost Heaven
Yes, we got the rights to the iconic John Denver song.
West Virginia is filled with mountainous grandeur but has an unfortunate reputation for health and economic struggles. So, it’s not on the top of most travel lists and people miss out on its natural beauty.
One solution was to bring travelers to West Virginia without them knowing they were going to West Virginia. So that’s what we did. Through a 360 campaign we enticed curious travelers with an all-expenses paid for “Destination Unknown” vacation. Hundreds applied, and a few lucky travelers were selected to board a blacked-out bus.
Recognition:
Ad Week | Associated Press | Washington Post | PR Week | FOX Business
Destination Unknown
Pixelated ads began appearing ahead of the trip, enticing curious travelers to inquire. Once the destination unknown was revealed, the ads were revealed to showcase the beauty of West Virginia.
Airstream
Using a custom-built airstream, we created a modular booth to promote the experiences that West Virginia offers- from rushing rapids to cozy cabins. Visitors can practice climbing Seneca Rocks on a rock-climbing wall that’s attached to the side of the airstream, or roast marshmallows over a faux campfire. Inside, WV representatives can hang with visitors and watch campaign footage on TVs, play trivia games, and take personalized quizzes.
Personality Quiz
We designed a personality quiz that divides travelers into one of 6 travel-themed personalities, and then they’d receive a West Virginia travel itinerary geared towards their interests. In addition to designing the quiz, the 6 personality badges created were turned into merch and social content.
My Role: Art Director / Design
Credits:
Client: West Virginia Tourism Office
ECD: Brian Ganther, Matt Herrmann
CD: Nicole Irland
ACD: Austin Kelley
CW: Mike Holicek
Agency: BVK