2023

NYX Awards - 2023 Grand Winner Winner

A pandemic-worn industry needed some California Dreamin'

Entrant Company

Appnovation Technologies

Category

Website - Tourism

Client's Name

Visit California - Dream Theatre

Country / Region

Canada

Experience Level

Agency

The Challenge: A pandemic-worn industry needed to inspire a bit of California dreamin’

The pandemic decimated California’s tourism industry.To spur recovery and appeal to consumers looking to book their next dream vacation, Visit California created "Am I Dreaming," a celebrity-studded campaign to launch on Super Bowl Sunday. To complement the TV campaign and drive visitation to California partner websites, Visit California launched an all-new immersive digital experience and chose Appnovation as their partner.

Strategy: Those California dreams aren’t just a thing of your slumber

For many people, California is just that, a thing of dreams. Whether that’s to make your big break or to visit the beautiful scenery and many attractions, we needed to find a way to support Visit California’s groundbreaking Super Bowl campaign, “Am I dreaming”?

As the Digital Agency of Record, we partnered with Visit California to design and develop the new digital experience, providing an immersive concept, art direction and experience design, all in creation of The DREAM Theater.

The "DREAM theater" showcases the varied scenery and destinations in the Golden State, from the beaches to the mountains and everything in-between.

The Concept - Make your dreams reality

The DREAM Theater website greets users with an idyllic vista of California enticing them to explore a sideways-scrolling journey to discover California’s iconic attractions and thrilling adventures across the five key pillars of California tourism: Beaches, Culinary, Family Attractions, Outdoors, and Arts and Culture.

Results - From dreams to reality

On Super Bowl Sunday, organic traffic more than doubled, with the “Am I Dreaming” video earning over 58K views. There was also an over 200% increase in engagement from the same period in the previous year. For Visit California, it's all about building trust and delivering the best digital customer experience for users who are ready to travel again. The "DREAM Theater" is inspiring visitors to visit the Golden State and to spring for once-in-a-lifetime vacations that are rapidly accelerating recovery for the state's 19,000+ tourism businesses and the communities, they support.

Credits

Client Services
Derek Luchesse
Senior Associate, Technology
Robin Price
VP, Technology, AMER
Gavin Estey
Senior Associate, UX/UI Design
Alexander Iannantuono
Senior Multimedia Specialist
Nathan Boutilier
Manager, Technology
Ken So
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