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Alabama Tourism Department’s “Mind Trip” Campaign Receives National and District Awards

2023-07-11

Birmingham, AL (July 11, 2023) – The Alabama Tourism Department has received multiple district and national American Advertising Federation awards (ADDYs) for its 2022 “Mind Trip” campaign. At the district level, the campaign won “Best in Show,” a highly coveted award in the advertising industry.

The American Advertising Federation Awards are the industry’s largest and most representative competition that attracts more than 25,000 entries every year in local AAF Ad Club competitions.

The 2022 campaign, created by the Alabama Tourism Department’s agency of record, Intermark Group, was launched last summer and allowed visitors to use their minds to escape to Alabama through a Mind Trip, a new and innovative to experience a vacation in the state. The buzz-worthy promotional campaign presented a relaxing experience with a distinctively motivating appeal to immerse visitors into the idea of slowing down and savoring unique Alabama moments as well as through tongue-in-cheek hypnotic ways to take their minds to Sweet Home Alabama.

“The “Mind Trip” campaign was truly a creative and innovative way for visitors to experience Alabama without leaving home while inspiring them to consider it,” said Lee Sentell, Director, Alabama Tourism Department. “Our partners at Intermark hit it out of the park with this experiential campaign by making it one of the most highly engaging ones we’ve done.”

National Award- Professional Silver:

Internet Commercial:

Intermark Group, Birmingham, AL
Alabama Tourism Department
Alabama Tourism Mind Trip: Outdoors

Internet Commercial Campaign:

Intermark Group, Birmingham, AL
Alabama Tourism Department
Alabama Tourism Mind Trip Campaign

District Awards:

Alabama Tourism Mind Trip Campaign – Best of Show/Judge’s Choice
Alabama Tourism Mind Trip: Outdoors – Silver: Online Film, Video & Sound – Internet Commercial Alabama Tourism Mind Trip: Beach – Silver: Online Film, Video & Sound – Internet Commercial
Alabama Tourism Mind Trip: Campaign – Silver: Online Film, Video & Sound – Internet Commercial Campaign

Intermark won six awards for the Alabama Tourism Department’s “Mind Trips” campaign at the Birmingham ADDYs in February. Intermark took home a Gold ADDY for ATD’s “Mind Trip” internet campaign featuring the state’s beaches and outdoors areas in the category of Film, Video & Sound, and five silver ADDYs in the categories of Cross Platform/Online Interactive Campaign; Film, Video & Sound; Copywriting and in Sound Design.

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About the Alabama Tourism Department:

The Alabama Tourism Department has won honors from the World Travel Market: London, United States Travel Association, National Council of State Tourism Directors, Travel Weekly magazine, the Southeast Tourism Society, Southern Public Relations Federation and American Advertising Federation for its marketing campaigns. In 2021, Alabama’s tourism economy rebounded significantly through the Tourism Department’s marketing initiatives, resulting in over 28 million visitors vacationing in Alabama and spending a record nearly $20 billion on tourism activities. For more information, visit Alabama.Travel.