This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Make Every Summer Count

Idaho understands that some of the best family time happens during summer and sometimes the best way to bring a family closer is by getting away.

Tapping the latest Travel Effect research from US Travel, the 2014 18Summers campaign rallies around the simple truth that 18 summers are all we have with our kiddos. Add a mountain or cruise getaway, Disney vacation, family reunion and wedding and we have a dozen or so left. Add braces, sports camps and a trip to the coast and we’re now single digits to growing up. As the clock continuously ticks toward adulthood, college, jobs, etc, our goal was to inspire family summer travel to Idaho to experience once-in-a-lifetime Adventures in Living.

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As the campaign development process unfolded, careful attention was placed on overall positioning and emotive storytelling. The goal was to show authentic moments and candid memories with real families to get to a balanced message that’s both light-hearted and thought-provoking.

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The campaign included a series of videos, including a flagship four minute docu-memory, and launched during May’s National Travel and Tourism Week. Bundled with a responsive site at 18Summers.us, online giveaway and integrated media plan, the campaign set out to show summer isn’t the only thing that goes by fast and Idaho brings to life wonderful unique family experiences.

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Working alongside our clients at the Idaho Dept of CommerceIdaho Tourism and partners across the state, we hope you enjoy the work, but we really hope you get outside to play this summer. Look up Idaho the next time adventure calls.

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