The objective of this campaign was to feature the Pickett family and to promote the underrated open spaces, lakes, and woods of Vermont as ideal for recharging.
Tech entrepreneur and former pro skier Kina Pickett and family have been trailering their beloved 1971 Airstream across the country in a combination of outdoor adventure and education they describe as the BeyondLand Road Trip. For them, BeyondLand means going beyond the everyday, easy-to-reach places.
Kina grew up in Vermont. Given his relationship to the state (which he describes as his “first love”), we had the opportunity to do something special with this story.
Growing up on a centuries-old farmstead (listed in the National Registry of Historic Places) along Kedron Brook and the Long Trail, Kina's mom always tended a beautiful garden that fed their family through his entire childhood. He and his brother know the quiet fields, forests, and waters like the back of their hands.
In the video, 15 years later, Kina returns with his own young family, introducing his kids to the places that mean so much to him, helping them pull food from the same farm, go “hilling” (rolling down the beautiful meadows), and enjoy the freedom, quiet, and open space that defines this landscape.
With a play on the name “Long Trail,” this homecoming story was as authentic as it gets. From the very beginning of the video, we set the tone that Vermont = spaces to recharge and reconnect.
After a challenging year, the Picketts had traveled all over the US and finally made the long trip back home to see the entire family.
We had a phenomenal response from our client, Vermont Tourism, on the video: "Our team was absolutely blown away by the video. It really captured the Vermont brand. Kudos to your whole production crew!"
Once the video was released, it blew our branded video benchmarks out of the water with the number of impressions 51% higher than average, engagement rate 41% beyond typical performance, and the number of clicks being 13% more than what we typically see.
