When Explore Branson came to us, their destination was at risk of being seen as “just another trip.” But there is no place in the country quite like Branson, MO. Messaging needed to urgently remind travelers that their precious week or two of vacation deserved a destination as endlessly entertaining as Branson. In this fun-filled campaign we brought the "Voice of Vacation" to life to send a clear message: "You keep saying you have needs but I have needs, too. And I need Branson."
Liberation Idea: From Trip to Unrivaled Experience
To drive traffic during Branson’s slower months, we created seasonal work to trigger the travel mindset. For fall, we catered to “empty nesters” who were free to travel during the school year. For the holidays we positioned Branson as the exciting alternative to staying with family.
Twitter was the ideal platform to extend the Voice of Vacation and allow the campaign to interact with real-time moments, other destinations and allow its vacation demands to be known.