Idaho Division of Tourism MY ID

If you live in Idaho, you’ve probably had a chance to explore this incredible state. If you haven’t, or if you aren’t an Idaho native, there is a ton of awesomeness awaiting you. Travel and tourism is a huge industry for Idaho, and income is generated for the state through the hotel bed tax and the subsequent commerce associated with tourism. For the 2012 Prime Season (summer) campaign, Drake Cooper took the idea of getting visitors' heads into Idaho somewhat literally.

Using the technology of PixFusion, users could visit the website and place photos of their heads into sharable movies and postcards featuring Idaho themes and attractions. From the website, users could get more information, request a travel guide, and also enter to win weekly prizes including hotel stays, golfing packages, whitewater adventures, spa retreats, and tons more. To support and draw traffic to the site, a mix of digital and traditional methods were used with online banner ads and traditional media sources. Print ads were placed in magazines like Sunset, Good Housekeeping, Living Simple, and Outside.

The My ID campaign was Drake Cooper's first foray into the online music site Pandora. Based on Pandora user profiles, we specifically targeted the female audience with a 30-second online radio spot accompanied by a web banner with a cool interactive slider function which allowed the user to dial in their Idaho “playlist” based on their preferred way to play in the outdoors.