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.