Department of Travel and Tourism
Kentucky Online Tourism Ad Wins Web Marketing Award
FRANKFORT, Ky. – The Kentucky Department of Travel and Tourism and industry partner Madden Media have been recognized by the Web Marketing Association for an online advertising campaign promoting tourism in Kentucky.
The campaign was selected as the best in the travel category of rich media (online live-action ads), and then took the best of show award for all such campaigns across 86 industry categories in the 2011 Internet Advertising Competition.
The Kentucky online campaign, which incorporated the travel department’s TV commercial, was designed to encourage web users to visit the travel department’s web site.
The travel department partnered with Madden Media on the banner ads, which ran in September and October 2010 on Tripadvisor.com and other major travel web sites. Besides the travel department, five advertising partners participated in the co-op campaign: Bardstown-Nelson County Tourism & Convention Bureau, Harrodsburg-Mercer County Tourism Commission, Kentucky’s Derby Region, Lexington Convention & Visitors Bureau and Paintsville Tourist Commission.
“We, along with Madden Media, are proud to have worked cooperatively with our regional partners to produce this ad campaign, which has been honored by the industry for its effectiveness and creativity. All the participants in this success are especially gratified to be included among other prestigious award winners, such as HBO and Saatchi & Saatchi,” said Travel and Tourism Department Commissioner Mike Cooper.
The ad campaign was designed to provide an affordable way for Kentucky destination marketing organizations to appear on premium web sites and benefit from branding and traffic.
The Internet Advertising Competition Awards, which are in their ninth year, are the only industry-based advertising award competition dedicated exclusively to online advertising. Judging criteria were creativity, innovation, impact, design, copywriting and use of the medium.
View the winning ad at www.maddenmedia.com/kentucky.
The Kentucky Department of Travel and Tourism is an agency within the Tourism, Arts & Heritage Cabinet, which promotes the Commonwealth as a travel destination. Tourism in Kentucky has an economic impact of nearly $11 billion, employs more than 176,000 people and generates $1 billion in taxes.