Travel Alaska
context
Travel Alaska, the state’s official tourism organization, partnered with Miles Partnership to expand its existing “Also Known As” (AKA) campaign and inspire travelers to experience Alaska year-round. The campaign needed to showcase the state’s diverse landscapes, regions, seasons, adventures, and Alaska Native cultures while helping shift perceptions of Alaska from a remote, intimidating destination to one that is both grand and accessible.
integrated campaign | design strategy | photo OOH + environmental ad design | print graphics
Featured in: Alaska Travel Industry Association, Alaska Magazine, Alaska Travelgram, Alaska.org
the ask
The assignment was to develop a fresh creative perspective for the existing AKA campaign while keeping the recognizable “Also Known As” concept at its core. The work needed to strategically promote travel across different regions and seasons, educate audiences about cultural experiences, and create a compelling reason to visit Alaska through a coordinated mix of print, digital, social, and out-of-home advertising. I was responsible for determining the creative strategy and advertising approach across placements, then translating the strategy into a cohesive visual system and print signage that could flex across a variety of environments and audience touchpoints.
the solution
I developed a new creative narrative around the idea that Alaska is “AKA” whatever you’re searching for, using the visual language of search bars and search results to connect travelers’ desires directly to experiences found in Alaska. The campaign paired carefully curated first-person photography with typographic search queries, positioning Alaska as the answer while using an immersive window/portal concept to make viewers feel as though they were momentarily looking into the destination from wherever they were. I developed strategies and creative applications across print advertising, digital banners, social content, video, interactive carousel concepts, airport environments, transportation placements, digital billboards, and large-scale building wraps, creating a flexible campaign designed to inspire exploration while strategically dispersing visitors throughout Alaska.
