For this multifaceted campaign, we created a series of videos, along with digital and print ads, utilizing images and footage from statewide locations that we determined could pique our audience members’ curiosity. By highlighting a diverse array of events and attractions from every single region of the state, we hoped to evoke a childlike sense of wonder (plus a little shock!) in our audience once they realize these are Oklahoma locations. Each ad includes a useful travel itinerary and invites people to let Oklahoma surprise them — whether that’s accomplished through our words or visuals. There are chevrons discreetly hidden throughout every print ad, which are a visual tie to Oklahoma’s new logo mark. Not only do these chevrons challenge our audience to track them down; they also appeal to their nostalgic side (Think: Where’s Waldo? and I Spy books!). Ultimately, they promote greater engagement with each ad, encouraging travelers from both in and out of state to rethink any outdated stereotypes they may harbor about Oklahoma and to examine our state just a little bit closer, because the magic we have to offer isn’t always obvious at a first glance. By boldly displaying the “Imagine that” tagline in large font and utilizing evocative, imaginative language, these assets prompt our audience to get curious, see past the obvious, plan Oklahoma vacations and outings, discover new possibilities and to let their imaginations soar!

 

Queen For A Day

A Happier Birthday

Birds of a Feather

Grape Minds Think Alike

A Boy Gets His Wings

Dandiest Doodler

Print

 

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