Bringing visitors to Vermont with a dreamy campaign

As Vermont sought to reopen and reinvigorate its critical tourism sector during the challenging summer and fall of 2020, the state Department of Tourism and Marketing came to Origin with a unique request: Develop a campaign that captures and celebrates Vermont’s defining qualities, while maintaining an essential degree of awareness regarding health and safety. Furthermore, ensure that the underlying brand concept remains viable and relevant in a post-COVID environment.

Our strategic direction informed a variety of creative executions, including an immersive, campaign-specific landing page that drives potential visitors to the specific information they need to plan their trip. We also produced a series of 15-second videos that bring the campaign to life, and invite viewers into the dream-like “alternative world” of Vermont. 

Finally, to help the state remain nimble in its marketing throughout this changeable period, we supplied them with a comprehensive toolkit that included photo and design guidelines, as well as specific language speaking to a wide array of attributes and experiences. Armed with this toolkit, the Vermont Department of Tourism and Marketing is well positioned to continue strengthening their presence as a uniquely desirable destination.