Idaho. To say it’s close to our hearts is an understatement. When given the chance to advocate on behalf of the many adventures, vacation spots, and local secrets this amazing state has to offer, we jumped in yelling, “cannonball!” The campaign gave us a chance to become virtual park rangers, river guides, and trail breakers, all while tapping into the heart-rending truth to make the most of the time we have with our families. Talk about a win, win.

What We Did

Creative
Interactive
Strategy
Video/Photo
Media
Experiential
Content
Analytics

Case Study Video

The Opportunity

Overworked & Under-Vacationed

Studies show that while people are working more than ever before they are also using less of their allotted vacation time. Translation: less family time. Less memory making time.

The Solution

A Hard Truth

One life lesson that kids teach us is that nothing is more precious than time. If we’re lucky, we get 18 summers with our kids—while they are still kids. Summer vacations can bring families closer together. And more importantly, help us create memories that stand the test of time. It’s high time to bring back the family vacation—with an adventure in Idaho.

Video Postcards

From Our Family to Yours

We brought real families to the Gem State, took them on real life Idaho adventures, and captured those authentic moments where lifelong memories are made. These video “docu-memories” formed the basis of both the content of the 18 Summers microsite and the ads that drove potential travelers to it.

18Summers Microsite

The integrated 18 Summers campaign centered on a dedicated responsive web experience that communicated, “Summer isn’t the only thing that goes by fast.” Once on the site, visitors could view the videos, use the Find an Adventure tool to shop for their own Idaho adventure and get Idaho Trip Tips posted first hand from bloggers and travel writers. As well as easily order the Idaho Travel Guide.

Transcend to “We Time”

To drive traffic to the microsite, the integrated digital marketing effort combined targeted programmatic ads, video takeovers, social media and native sponsored content on partner websites to tug at the heartstrings of parents in the most unexpected places.

This blend of content allowed 18 Summers to transcend the traditional travel advertising methods of itineraries and accommodations—and created a meaningful brand connection between outdoor experiences and childhood memories.

The final takeaway is that Idaho is the premier place for families to get more “we” time —where they can make the most of their 18 summers together. Kids grow up way too fast. Now’s the time for adventure.

The Results

Year-over-year, 18 Summers continues to be awarded and recognized as one of the best and most strategic travel campaigns in the U.S. In addition, it delivers results. Each year of its existence, tax collections have increased double digits.

+9%Increase in tax collections 2018 to 2019

260MMTotal campaign impressions

+38.6%Increase in overnight arrivals credited to media impressions