Virtual Reality and the Thrill Seeker: Arizona Launches Adventure Meter

Imagine hopping on a fixed mountain bike and riding through the majestic landscapes of Sedona. While donning a virtual reality (VR) headset at the Cubs Convention Chicago, that’s exactly what people in Chicago got to experience without even leaving their state.

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Looking to increase travel from key markets in the U.S. and introduce a digital campaign complimentary to their virtual reality activation, the Arizona Office of Tourism (AOT) and its agency Off Madison Ave turned to our Expedia Media Solutions creative partnerships team to develop a campaign that would promote Arizona as an adventurous destination, with numerous activities available for all types of travelers.

The Chicago event was the start of a roadshow activation in key targeted markets, and featured experiential consumer engagement and awe-inspiring VR footage, provided by MacGillivray Freeman Films, to capture the action and outdoor adventure activities throughout different regions and locations within Arizona. Following the VR experience, participants on site were prompted to take the interactive “Arizona Adventure Meter” quiz that Expedia Media Solutions developed to help them determine what type of traveler they are – from cultural collectors to mellow meanderers to the ultimate thrill seekers – based on their likes, interests and previous vacations as identified during the quiz.

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The result is an Arizona itinerary tailored to the traveler type, featuring destination locations, activities, landmarks and accommodation information. Users on site were able to book a trip on the spot with the Expedia mobile app using a booking promotion code, and were entered to win a dream vacation to Arizona.

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The in-market activations are bolstered by digital media on Expedia sites in the U.S., and include display advertising, social content, email marketing and a custom microsite for the “Arizona Adventure Meter” quiz. The campaign will run until the end of March.

Erica Eyring

Director, Business Development, Expedia Group Media Solutions

Erica Eyring brings more than 15 years of online advertising industry experience to her role as a director of business development for North America at Expedia Group Media Solutions, where she focuses on strategic digital media campaigns for travel and non-travel brands. Erica has worked with notable brands such as American Airlines, Hilton, South African Tourism Board, Starwood, Estée Lauder Companies, L'Occitane en Provence and more. Erica previously served as a senior manager on air and international development accounts at Expedia, Inc. She also spent nearly five years at Yahoo! Inc. where she worked on e-commerce, shopping, jewelry and beauty categories, and pioneered Flash advertising and homepage takeovers on the site. Erica currently lives in Seattle with her family.

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