High-Def Goes UndergroundWanderlust shoots high definition video for Howe Caverns’ campaign
BackSeptember 14, 2009 — Travel marketing and destination branding agency Wanderlust recently launched an integrated marketing campaign for Howe Caverns, including cinema advertising, cable spots and web videos filmed in high definition. The Troy-based agency’s cinema advertising for Howe Caverns earned the Award of Excellence in the Commericals/Amusements/Entertainment category of the 2009 Videographer Awards.
“Video advertising was an integral component in our destination rebranding strategy for Howe Caverns,” according to Mark Shipley, President and Chief Strategic Officer at Wanderlust. “All of the footage was shot in HD, on location in the caverns over 150 feet underground. The high definition format allowed us to dramatically increase creative quality, yet by producing video for several different media at once, we were able to get more out of the Howe Caverns budget. Winning the Award of Excellence was just icing on the cake.”
Wanderlust’s campaign features a 30-second spot created cinema advertising in key feeder markets surrounding the destination. A long-form HD video was created for Video On Demand in select cable TV markets and reproduced as a souvenir DVD. The feature-length video was also edited into shorter online video clips for YouTube, metacafe, Break, Revver and others. The award-winning Howe Caverns tourism advertising spot can be seen in theaters from May through October of 2009, online and in select cable markets beginning in June. The High Definition Video On Demand can be seen in the greater Albany and Syracuse media markets beginning in late June of 2009. The souvenir DVD will be available for purchase in the Howe Caverns gift shop beginning this season. About Howe CavernsHowe Caverns is the second most-visited natural attraction in New York State (Niagara Falls is #1.) It is one of the very few mineral caves of the world, formed by the power of water over the course of millions of years. Howe Caverns is located halfway between Albany and Cooperstown, New York and is open all year, closing only for Thanksgiving and Christmas days. It is open daily from 9 a.m. to 6 p.m. from May through October and from 9 a.m. to 5 p.m. from November through April. About WanderlustWanderlust is an ad agency that specializes in travel marketing & destination branding. We help our clients understand what drives desire for travel, to bridge the gap from traditional media to the internet, and build integrated marketing communications programs designed to deliver people to their destinations. # # # Contact: Mark Shipley Phone: 518-272-2500 Email: mshipley@createwanderlust.com |