The Vermont Department of Tourism wanted to attract more urban, out of state visitors and show that Vermont is much more than just a great skiing destination.
We developed a campaign that prompted people to listen to that primal urge to get out and do more. We also wanted to show the diversity of experiences available in Vermont by speaking directly to the the interests of four primary demographic audiences. We accomplished this by creating a variety of media touch points including online ads, radio and Pandora ads and a robust out-of-home takeover of South Station in Boston. These all drove to website that was a central hub for information, and provided a unique landing page with relevant info for each audience.
