Sending out the drones to get the job done meant the sky was the limit for Valley Forge Tourism and Convention Board’s new summer tourism campaign.
Harnessing the technological power of not only the unmanned aerial vehicles but also a Go-Pro and Steadicam helped Montgomery County’s tourism champion show the diverse possibilities of the great outdoors as a vacation getaway, said Ed Harris, vice president of marketing and communications for the VFTCB.
“We set out to tell a great story about what you can do in the outdoors here in Montgomery County this summer and brought a new voice and energy to the campaign to get people to think differently about our county. We wanted to show all these interesting activities in a new way, so we specifically used advanced cameras like Go-Pros to come closer and really feel the energy of things like paddle boarding and even horseback riding. We had a guy paddle boarding and actually have a Go-Pro camera attached to the paddle board so you’re right there with him while he’s paddle boarding. So you really get a taste of what that experience is like.”
The most conspicuous results of the bureau’s collaboration with Agile Cat advertising agency are the 30-second and 15-second TV commercials showing energetic folks enjoying all manner of outdoorsy diversions like kayaking, horseback riding, canoeing, zip-lining and hot-air ballooning – where the drone came in especially handy as it captured the feeling of floating a few thousand feet in the air.
The commercial is currently airing on 6ABC and can also be seen on the VFTCB website, valleyforge.org.
“We bring a new voice and energy to the campaign to get people to think differently about our county … and to inspire both our residents and visitors to spend time here we wanted to share the more unique things you can do here, like water sports and feeding giraffes with your kids at Elmwood Park Zoo,” Harris said.
The outdoor promotion comes on the heels of a million-dollar branding message that touted the many “Make it Montco” wintertime possibilities, such as heading for the ski slopes in Spring Mount and sharing a velvety tiramisu with your valentine at a fancy Italian restaurant.
“This new campaign changes the perception of a typical suburban area that might exist and it also highlights the fact that we have a national historical park, which is a big deal in itself,” Harris noted.
With five hours of footage at the producers’ fingertips, VFTCB’s biggest challenge was to whittle that whirlwind of recreation down to a manageable 30 and 15 seconds for a pair of spots airing at different times, Harris allowed.
“We had everything from golfing to doing things with your kids and we wanted the best of the best. There were so many great attractions and assets that not everything could make the final cut.”
The narration was conveyed in the style of a blockbuster movie trailer to tie in with one of the season’s most prominent pastimes.
“We collaborated with Agile Cat all the way down to the script for the voice-over,” Harris explained. “It was really put together to better define our DNA and what we stand for and you’ll hear about ‘history marching off the page,’ in a ‘land of timeless beauty where adventure soars.’ It all ties back to not only our beautiful landscape, but our history with Valley Forge National Historical Park.”
The campaign also serves as a refresher for county residents who may have lost touch with the fact that Montgomery County is the perfect place to “unplug” in summer, Harris pointed out.
“It’s about getting outside and unplugging and really experiencing the beauty of our county and all there is to do right in their backyard. There are residents who are already familiar with some of the unique experiences you can have here, but we really wanted to cover these gems for a broader audience to consider coming here as well. On the eve of the World Meeting of Families and the Papal visit,” he added, “we felt that it’s our duty as the caretakers of the Montgomery County brand to remind visitors and residents of the amazing assets that exist here.”