Studies show the emotional and physiological benefits of taking vacations drop immediately afterwards, unless travelers return “very relaxed”.

Our campaign for the Alabama Tourism Department (ATD) distills unique Alabama experiences to the sensory details that enable calming, savor-able vacation memories.

As this would be the first new brand campaign platform for the ATD in over a decade, we needed to break with high-impact units while sustaining presence throughout the year. Magazines uniquely offered the opportunity to introduce the campaign through an engaging immersive experience. Inserts featured special die-cut windows placed between two consecutive full page ads. This allowed readers to toggle between pages revealing highlighted experiences they could savor during an Alabama vacation. Single-page executions allowed cost-efficient extension throughout the year.