Best Travel Interactive Application

We wanted to create a unique and interactive way to engage Vail.com visitors in a new way. Guests frequently come to Vail during the summer and comment on the beautiful scenery and wide array of activities and amenities, but it’s hard to communicate that feeling in ads or on the site. Instead, our goal was to enable website visitors to experience the town in a more visceral way on the site. As a result, we designed a flash piece for the site called Visualize Your Vail Vacation that is set up as a scrapbook, and lets the user go through buckets of web clips, organized by activity type, to build their ideal day in Vail. The activities are segmented by audience type (families, couples, singles), and then as the video clips are dropped into the scrapbook, first-person narrative describing the experience is populated into the program. Finally, we wanted to give people a way to spread the message because we know vacation purchase decisions are never just made by one person—the buyer always has to check with a spouse, family member, or friends. The result was a feature that enables the user to email their completed video scrapbook email to their travel partner to get them equally excited and engaged.

Contributors:

Creative Director:	Rob Dalton
Art Director:	Dave Estep
Designer:	Nate Jones
Copywriter:	Amber Johnson
Programmer:	Russel Klenetsky
Account Manager:	Kiersten Szatkiewicz

HL2

Location: USA