Intermark Conjures Up Relaxing Campaign for Alabama Tourism Department

Intermark Group has developed a new digital campaign for the Alabama Tourism Department that taps into the power of the mind to suggest viewers visit the destination.   

The buzzworthy promotional campaign presents relaxing experiential offerings with a distinctively motivating appeal to immerse viewers in the idea of slowing down and savoring these unique Alabama moments.

“‘Mind Trip’ is a great example of the Alabama Tourism Department’s continuous support for creating highly relevant, integrated, breakthrough, nontraditional ideas within their overall brand marketing strategy to promote Alabama vacations by showcasing its uniquely rewarding experiences,” said Keith Otter, chief creative officer.

The work - which comprises video, banners, animated banners and a website - ranges from 15 seconds to three minutes. The landing page features long-form videos of the hypnotherapist speaking directly to viewers and inviting them to imagine taking a “Mind Trip” from the couch. He tells his subject to relax and become immersed in the calming beach environment that comes up on the screen. “Welcome to this guided hypnotic trip to the sugar-white sands of the Alabama Gulf Coast,” the guide begins. Throughout the meditative journey, a calm tone, stunning photography, and descriptive language help create a deep, relaxing sensory experience that’s designed to be a respite from a world full of stress from a pandemic, war in Europe, and rising inflation, for starters. An alternate execution whisks subjects away to experience an Alabama hiking experience at the Little River Canyon.

“Studies show the emotional and physiological benefits of taking vacations drop immediately afterward unless travelers return very relaxed. We wanted to underscore the relaxing experiences that are possible with an Alabama vacation,” added Otter.

For paid media, short-form videos feature tongue-in-cheek hypnotherapy sessions where the therapist coaxes patients through the calming descriptions of Alabama’s relaxing beach and outdoor experiences. Each spot ends with a suggestion to “Take your mind to Sweet Home Alabama” along with the campaign URL.

The paid portion of the campaign is running on YouTube, Facebook, Instagram, Pandora, and programmatic online targeting consumers in Southern states Arkansas, Florida, Georgia, Kansas, Louisiana, Missouri, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee and Texas as well as Illinois, Indiana, Michigan, Minnesota and Ohio. It will also run across the Alabama Tourism Department’s social channels and email. Intermark is the Alabama Tourism Department’s AOR.