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Tennessee Department of Tourist Development
The Colorblind Viewer
RAN IN: United States
CLIENT
Tennessee Department of Tourist Development
Kevin Triplett, Commissioner, Tennessee Tourism
Brian Wagner, Assistant Commissioner, Marketing
AGENCY
Kevin Triplett, Commissioner, Tennessee Tourism
Brian Wagner, Assistant Commissioner, Marketing
Nekasha Pratt, Director of Marketing
Jill Kilgore, Public Relations Media Manager
Plan A Films
Ethan Downing, Executive Producer
John Godsey, North American Chief Creative Officer
Betsy Jemas, Creative Director
Mars Denton, Senior Designer
Allison Pierce, Group Creative Director
Bill Patterson, Connections Director, Public Relations
Ryan Simonet, Creative Director
Kelly Price, Senior Connections Manager
Ryan Schooley, Lead Technologist
Jason Cooper, Director, Client Engagement
Derek Clark, Executive Creative Director
Stephen Martin, Group Creative Director
Nikki Hardin, Director, Data Analytics
Megan Davey, Connections Director
SUMMARY
Despite Tennessee having some of the most beautiful fall foliage in the country, it had to overcome the perception that there was nothing new to see, and break through competitors’ similar colorful offerings. We re-created the sense of wonder by creating the Colorblind Viewer, which allowed those with colorblindness to see the fall colors for the first time. With a smaller budget than our competitors, we leveraged shareable placements and feel-good targeting, and to deliver a powerful new perspective through video content, increasing hotel demand and revenue.
CASE VIDEO
Type: Business to Consumer
Language: English
