Explore Branson is launching a campaign as told through the voice of “Vacation.”
The tourism group seeks to increase visitation by encouraging pandemic-weary travelers to listen to their inner vacation voice.
“I really like the personification of 'Vacation,'” says Rachel Wood, chief marketing officer, Explore Branson. “The humorous aspect comes through, and the campaign also highlights the fact that a vacation is a great opportunity to consciously plan new experiences.”
Even during the height of the pandemic, the Ozark Mountain destination welcomed a record-breaking 10 million visitors in 2021 due to the increase in domestic travel and driving vacations. Branson is currently ranked third on Tripadvisor’s Top Trending Destinations in the U.S. for 2022.
Creative from AOR Proof Advertising shows activities the personified “Vacation” character is longing to experience: golfing, fishing, ziplining and enjoying roller coasters. “Vacation” also needs a delicious dinner, a live show and outdoor adventure.
The executions contrast those images with what “Vacation” doesn’t want: namely, staying at home bored or being stuck on a crowded beach.
“People work really hard for their vacations, and often those vacations fail to live up to expectations,” said Craig Markus, executive creative director, Proof Advertising. “A trip to Branson will exceed expectations, and we wanted the campaign idea to be equally surprising.”
The campaign includes two 30-second TV spots and three 15-second spots that will run online as well as on traditional/connected TV. It also includes one 30-second audio spot, print, out-of-home, digital and social.
Later this month, “Vacation” will take to Twitter as @TheRealVacation.
All creative drives consumers to ExploreBranson.com.