Web video marketing campaign promoting vacation destination through video clips online video advertising.
Shining a Light on Sun Valley
From: The New York Times – Stuart Elliott | Monday, 31 October 2011 00:00
Seventy years after Sun Valley was a star of a Hollywood movie, the resort is producing films of its own.
The films are in the form of online video clips that are part of the trend known as branded entertainment: content with a sponsored point of view, in this instance encouraging visits to the Sun Valley Resort in Idaho, which was the setting of the movie “Sun Valley Serenade” in 1941.
The videos are the centerpiece of a campaign that the upscale resort, now owned by R. Earl Holding, and its ally, the Sun Valley Marketing Alliance, are beginning this week. The campaign, with a budget estimated at $500,000, is being created by an agency in San Francisco named Eleven. Computer users will be able to watch the video clips in several places, among them on the resort’s Web site, sunvalley.com; the Web site of the marketing alliance, at visitsunvalley.com; and the Sun Valley fan page on Facebook, at facebook.com/sun valley.
Shorter versions of the videos will run as commercials in movie theaters in markets like Los Angeles, Seattle and Boise, Idaho.
The campaign also includes video ad banners, pre-roll video and flash ad banners on Web sites like weather.com, travelocity.com and crosscountryskier.com.
The campaign will also have a presence in traditional media in the form of advertisements in area newspapers as well as in magazines like Master Skier and Powder, all referring readers to the online films.
Each video, which runs around a minute and a half to two and a half minutes, features employees of the resort or residents of Sun Valley. They include a member of the ski patrol, the coach of the local snowboard team, a photographer who specializes in Western vistas and the driver of a giant snow groomer known as the Beast (the machine is the Beast, not the driver).
The videos are low-key paeans to Sun Valley, offering the softest of soft sells. They shine a spotlight on the attractions of the resort, to be sure, but also pay quiet tribute to a way of life that, the resort hopes, will seem as appealing to those who are not regular visitors as to those who are longtime fans.
The videos shine a spotlight on a quality that is increasingly being celebrated in campaigns for products and services with a past: authenticity. That is underlined by the theme of the campaign, which declares Sun Valley to be “The original mountain town.”
Read the full story here http://www.nytimes.com/2011/10/31/business/media/shining-a-light-on-sun-valley.html?_r=1&ref=advertisingemail&nl=business&emc=ata1