NEWS RELEASE: For Immediate Release
Contact: Laurie McConnell
Idaho Tourism Receives Two National Awards at Annual ESTO Conference in Boca Raton
BOISE, Idaho – September 6, 2016 – The Idaho Department of Commerce – Tourism Development received high accolades last week at the annual ESTO (Educational Seminar for Tourism Organizations) conference held in Boca Raton, Florida, bringing home two national awards.
Idaho Tourism won two NCSTD (National Council of State Tourism Directors) Mercury Awards: The successful 18 Summers campaign won “Best Digital Campaign” and the Vitamin ID winter program was awarded “Best Co-op Program.” For a state with a smaller tourism marketing budget than many other states, this is no small feat, as Idaho Tourism was able to garner two of the twelve awards at this prestigious event.
“The 18 Summers digital campaign showcased the importance of family memory-making set against Idaho’s scenic beauty and outdoor recreation. The effort included four video documemories (inspirational storylines by four Idaho families), an integrated media campaign and several trip-planning features,” said Diane Norton, Idaho Tourism manager.
Initially launched in 2014, the 18 Summers campaign focuses on sharing the value and importance of taking family vacations and spending time together. The creative spark behind the “Vitamin ID” campaign centered on Idaho delivering sunshine and Vitamin ID to Seattleites during the gray winter months. Boise-based advertising agency Drake Cooper was the artistic orchestrator behind both efforts.
“Idaho Tourism is regularly inspired by state marketers all across the country and we are tremendously honored to be recognized again by the U.S. Travel Association and National Council of State Tourism Directors for our team’s outstanding work,” said Megan Ronk, director of Idaho Commerce. “This affirmation of our innovative marketing efforts as a small state with a small budget will continue to fuel our drive to reach potential Idaho visitors in new and exciting ways.”
The ESTO conference is put on by the U.S. Travel Association and focuses on providing educational and networking opportunities for travel marketing professionals from across the country. The awards are held annually on the last night of the conference. See the full list of Mercury Award winners.