Idaho Tourism Receives National Award During Annual ESTO Conference in Boston
Information Contact: Laurie McConnell - Idaho Tourism (208) 334-2470
Idaho Tourism, a division of Idaho Commerce, received a Mercury Award from the U.S. Travel Association for “Best Overall State Tourism Program” for its Vitamin ID winter campaign.
Idaho Tourism launched Vitamin ID with a goal of stimulating winter recreation travel throughout the state. The entire promotion was built around the central theme that a ski or snowboard trip to Idaho is alternative medicine for the wintertime blahs. Vitamin ID will run again for the 2012-2013 season, October through March.
The campaign was a partnership between Idaho Tourism, Idaho Ski Areas Association and the state’s 18 ski areas. It included a dedicated microsite at www.idahowinter.org, a 22-consecutive week online sweepstakes and an integrated regional media plan. This promotional campaign focused on adults, 30-54, including singles, families and boomers, who have a passion for skiing/snowboarding and participating in other outdoor winter recreational activities.
“We have loved this campaign conceived by Drake Cooper from the start,” stated Karen Ballard, Tourism Administrator. “We knew it was a winner when, at the Seattle Ski Fever Show, consumers would gravitate to our Vitamin ID Booth and break out in grins over our “Gloom Cessation” remedy.”
Campaign objectives were met, with a 60% increase in web activity over the previous year, unique visitors were up 72% and room tax collections during the winter months improved an average of 7.168%. The campaign successfully showcased the collective strengths of Idaho’s ski/snowboarding industry – no lift lines, bluebird skies, deep powder snow, family friendly ski areas, varied terrain and adventurous options such as heli-skiing and cat-skiing.
Neighboring Oregon received an award for “Best Print Visitors Guide” and Montana won “Best Print Advertising”, shining a bright light on the region. Additionally, Diane Shober, director of the Wyoming Office of Tourism, was named “State Tourism Director of the Year” by the US Travel Association’s National Council on State Tourism Directors.
The Mercury Awards were created in 1985 to recognize members for excellence and creative accomplishment in state/territory tourism marketing and promotion, and inspire, by showcasing outstanding work, the continued development of imaginative and exciting marketing and promotion programs.
Idaho—Adventures in Living
Idaho is home to more whitewater than any other state in the lower 48 along with mountains to climb, trails to hike, lakes to fish, 18 ski resorts and much more. So take a break from it all and come out to play. Idaho—adventures in living. Visit www.visitidaho.org for more information and vacation ideas.