Every year the US Travel Association holds ESTO: the Education Seminar for Tourism Organizations. The event is the premier national forum of state and territory destination marketing organizations. Each year during the event the USTA issues Mercury Awards to recognize states for their excellence in marketing and promotion. This year, The Idaho Division of Tourism Development and Drake Cooper were honored and excited to learn that Vitamin ID took home top honors for “Best Overall Program”.
Vitamin ID is a campaign that showcases Idaho’s winter experience. A celebration of blue bird days, Idaho is home to some of the sunniest winters around, a particularly enticing point for the Pacific Northwest target audience who can live under cloud cover for (sometimes) up to five straight months. The Vitamin ID message was very simple, quick to understand, and drew visitors to Idaho’s 18 resort destinations helping to generate a nearly 10% increase in revenue collections from the January prior.
Media channels included: online, print, PPC, trade shows, in-store co-promotions with Xbox Kinect Sports and a 24-consecutive week promotional contest.
If you live in Western Washington, the campaign will be making a second appearance this winter.
Congratulations to our friends and clients at The Idaho Division of Tourism Development and Ski Idaho.
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