Whisked Away:
An epic tale of tiny love.
To increase overnight stays during the fall season, we were tasked with targeting Boomer and Gen X couples with a message that went something like “drive consideration of Illinois for fall travel, positioning the state as top-of-mind.”
But that sucked.
So instead, we focused on the idea of “whisking someone away” with the reimagining of one Hollywood’s schmaltziest scenes: the ending of An Officer and a Gentleman. It was created for the audience that grew up with it, and served as a launch pad to online experiences where couples could find romantic getaways. And then get their freak on.
Creative Components: TV & online video, site takeovers, digital display, native and social.
An interactive landing page featured romantic getaway ideas on desktops. Oh boy.
While on mobile, users could also interact with getaways, plus create a selfie with MiniAbe to share with someone they wanted to get whisked away by.
The schmaltziness continued in takeovers, banners, native and on social.
Here's a look at the making...
