The one-minute vacation personal invitation.

Family vacations can be an ordeal. They require a lot of coordination and cash, not to mention the long-distance travel. It adds up. And it can be a huge deterrent.

But what if we changed all that? For Tennessee Tourism, VML removed the major obstacles to travel planning by targeting an audience fairly close to Tennessee.

VML identified promising markets within a 500-mile drive. Leveraging targeted media research, they narrowed the focus to key feeder markets such as Chicago, Washington, D.C., Atlanta and Dallas.

Mapping out 24 actual road trips, VML turned them into precisely targeted 60-second video banners, inviting targeted moms on “a oneminute vacation”: a great vacation is only a short drive away.

The careful match of content to viewer that VML achieved with specialised media partners and data providers energised the campaign. The right time, place, mindset androute map all came together. The banner ad – usually ineffective and ignored – became a powerful medium for irresistible content.

VML made vacation planning to Tennessee easy. It’s affordably close. It’s unexpectedly fun. And it’s already planned for you.

The results impress: Tennessee easy. It’s affordably close. It’s unexpectedly fun. And it’s already planned for you. The results impress: Tennessee Tourism achieved 1.3 million engagements and 970,000 completed views, 17,000 hours of video exposure and 27 million impressions. Third quarter total travel volume to Tennessee went up 10.7% in 2014.