If you've ever been to Chicago in the winter, you know the temperatures can get brutal, and that a clever South Carolina tourism campaign like this one would have a good chance of getting your attention.
The Time To Thaw campaign was created by The Bounce Agency for South Carolina Tourism. Installations were set up in Chicago parking garages to get people to continually think of the weather temperates in the south. Each ad featured the timetothaw.com URL and a tagline encouraging them to find out more about flights.
There was a flight of stairs painted like stacked suitcases, a phone booth with a conch shell in place of the receiver, a huge surfing billboard and giant golf tees among other things.
Guerrilla Tourism Ads
Time to Thaw: South Carolina Tourism
Trend Themes
1. Winter-weather Getaways - Opportunity for travel and tourism industries to market warmer-weather destinations to those looking to escape harsh winter conditions.
2. Creative Advertising Installations - Opportunity for advertising industries to think outside the box with unique and attention-grabbing installations for campaigns.
3. Hyper-localized Campaigns - Opportunity for tourism industries to target specific geographic areas with campaigns tailored to the interests and needs of the local population.
Industry Implications
1. Travel and Tourism - Opportunity to promote destinations as winter-weather getaways to travelers looking to escape harsh conditions.
2. Advertising - Opportunity to create effective campaigns using creative and eye-catching installations in order to grab attention and create buzz.
3. Local Government and Economic Development - Opportunity for local governments and economic development agencies to work together to promote strategic campaigns that drive business and tourism to specific areas.