Best Travel Integrated Ad Campaign

Discover Asia Now (DAN) is a group of five Asian tourism organizations marketing travel to American consumers. A major campaign initiative for 2011 was the creation of an online game to generate user engagement and qualified leads for ongoing marketing efforts. Miles Media concepted and developed the “Your Perfect Asian Vacation” Instant Win Game, a microsite on DiscoverAsiaNow.com. For a chance to win a 5-night trip to Asia or a piece of American Tourister luggage, users would first enter a valid email address. They could then play the game or bypass it to immediately see if they were a winner. For the game, participants were asked seven questions, all relating to their travel style and preferences. The quiz was rich with enticing photography and light on copy, providing a fun and carefree experience. At the end, participants were matched to a travel type (including “Foodie at Heart” and “Nature Worshipper”) and presented with display ads relating to Asian destinations matching their interests and travel style. Participants were invited to share their results on Facebook or Twitter, explore DiscoverAsiaNow.com and play again tomorrow. Major measurements of success included contest entry, ad views and deals page views. In the first month, there were 22,237 contest entries. The campaign is now more than half-way through and has generated 134,375 contest entries, 294,922 ad page views, and more than 5,000 deals profile page views.

Contributors:

VP:	Nate Huff
Account Director:	Andrea Evans
Sr. Editor:	Melissa Bartalos
Art Director:	Angie Miller
Developer:	Travis Seitler
Developer:	Aaron Ellinwood

MILES MEDIA

Location: US