Best Travel Online Ad

The vibrant, creative city of Asheville, North Carolina has become a hub for tourists seeking the great outdoors, world-class dining, legendary music and arts… and that’s a lot of different kinds of tourists. To showcase everything Asheville has to offer in a fun and engaging way, Explore Asheville -- the city’s tourism board -- partnered with interactive ad company Infillion to build a ‘Travel Itinerary’ recommendation quiz. This experience not only highlighted Asheville’s artistic, historical, and natural wonders but also subtly guided visitors into trip planning – engaging them more deeply than a traditional promotional video. Here, users took a short 3-question quiz alongside a backdrop of the stunning Blue Ridge Mountains. The three questions determine who is coming on the trip, what they’re like, and which Asheville scene most aligns with their vibe.

From there, the user is taken to an end frame with a specific destination recommendation (i.e. the Foodtopia culinary community, the Blue Ridge Parkway, the River Arts District, and the Asheville music scene) with a call-to-action to “Start Planning” their dream vacation to Asheville via the Explore Asheville site. They can also toggle through a carousel of all 4 potential end pages for more ideas for their trip. 

Users spent an average of 50 seconds engaging with the ad, more than 50% longer than the 30-second baseline, reflecting its ability to hold attention. With 2.3 interactions per user, audiences actively explored ways to experience Asheville. Though the campaign paused when Hurricane Helene impacted western North Carolina, Asheville is once again open for exploration. The team behind this ad looks forward to highlighting this amazing place with interactive storytelling to spark curiosity and inspire future visits.

Contributors:

INFILLION

Location: United States