Delaware Tourism Campaign
Delaware gets overshadowed by the other states in the mid-Atlantic. Pennslyvania has a very rich history, New Jersey has beaches everyone flocks to during the summer, and Maryland has many crab cuisines that need just a bit of Old Bay. What makes people say, "Let's go to Delaware", other than the tax-free shopping? This campaign keeps the focus in mind on what people can do on a day trip in Delaware, or planning to stay the night.
After seeing which concept was best, I went with the "Seize the Day" theme for the campaign. I figured there are a lot of ways I could incorporate this phrase into places in Delaware. I separated into three separate ideas. First, showcase Wilmington Delaware by highlighting what they're known for most. While researching I saw they have many brunch places, and many breweries too. While you are getting brunch during the day, you can have fun in the city, even at night at the breweries.
For the next ad, I wanted to mention the beaches Delaware has. No matter what beach you're at, you'll find it relaxing and enjoyable. The many problems with beaches, however, it's only enjoyable during the summer, when it's most warm. But, no matter the time of the year it is in Delaware, you can enjoy the sand and waves anywhere on any Delaware beach. I also played into the Diamond State theme as well, saying, "Nothing lasts forever" unless you're on a Diamond State beach.
To create an OOH ad, I had to get creative with my approach. I first thought about using Miles the Monster on the billboard, with his arm holding a car on the outside of the Billboard to catch people's attention. From there, I felt I needed to make it more race-themed. I brainstormed some ideas about what is in races. Some things came to mind like cars and asphalt. Then I realized the many flags that are used during a race, either to indicate a stoppage or to finish a race. I thought having a checkered flag in the background can showcase the green and red flags in front better for passing by drivers.