To reinvigorate tourism, a leading US tourism board required a bold digital experience that matched the exhilaration of their groundbreaking Super Bowl campaign.
An immersive digital experience that highlights diverse landscapes and attractions, from beaches to mountains and everything in-between.
Users have been inspired to envision their unique vacations using the platform. The impact includes:
- More than 2X the increase in organic traffic
- 200% increase in engagement
Our client, one of the largest tourism boards in the world is a nonprofit organization focused on developing and maintaining marketing programs that inspire travel to their region. Their mission is to excite people about visiting and to support local accommodations, attractions, rental car services, restaurants, retailers, and transportation businesses.
The pandemic severely impacted the tourism industry in the region. To spur recovery and appeal to consumers planning their next vacation, the organization launched a high-profile campaign on Super Bowl Sunday, featuring a whimsical, celebrity-studded TV ad.
To direct travelers to partner websites effectively, they required a completely new immersive digital experience that complemented the exhilarating vibe of the television campaign.
We partnered our client to develop a new concept, providing art direction and experience design. The outcome is much more than a website; it's a digital experience designed to captivate and engage.
Upon arrival, users are greeted with an idyllic vista, enticing them to explore a sideways-scrolling journey through the state's iconic attractions and thrilling adventures across key pillars of tourism: Beaches, Culinary, Family Attractions, Outdoors, and Arts and Culture.
Thoughtful design elements contribute to the innovative and dynamic storytelling experience. Interactive navigation in the form of horizontal “scrollytelling” matches the ethereal essence of the campaign. As users scroll, the visuals awaken, holding their attention and intriguing them to continue to the end. The intentional use of white space enhances usability and navigation, allowing users to project their imaginations into the space.
Subtle motion design adds an illusion of depth, making the images feel visceral. Rotoscope animation enhances the lifelike quality of the intuitive and authentic user experience. The focus on human-centered design reduces cognitive load and fosters meaningful, natural interactions for users.
The immersive digital experience is a seamless extension of the leading US tourism board's website. While planning their unforgettable holiday, users can easily explore other award-winning content, including travel videos, free travel guides, the board's newsletter, a popular travel podcast, and information on local welcome centers.
On Super Bowl Sunday, organic traffic to the website more than doubled, with the campaign video earning over 58,000 views. Engagement also increased over 200% from the same period last year. With this immersive platform, the tourism board is building trust and delivering an outstanding digital experience for customers as they prepare to hit the road once again.
