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Industry
Travel & Tourism
Challenge
West Virginia Tourism needed a way to stand out in crowded urban markets and inspire city residents to plan summer getaways, all while conveying the state’s “Screen Free Summer” message in a way that felt tangible and memorable.
Results
The campaign delivered a visually striking 3D experience that cut through city clutter, reinforced the “Screen Free Summer” message and inspired travelers to trade screens for real-world adventures in West Virginia.
Key Product
Vistar Creative Studio
Inspiring summer travel
As digital fatigue set in for many city dwellers, West Virginia Tourism invited audiences to embrace a “Screen Free Summer” through its first-ever 3D digital out-of-home (DOOH) campaign. In partnership with Vistar Media, the campaign activated across New York City and Philadelphia during peak vacation booking months, encouraging travelers to unplug and discover the natural beauty of West Virginia.
Bringing "Screen Free Summer" to life
Central to the campaign was 3D creative, designed to mirror the wonder of experiencing West Virginia itself. Vistar Media’s Creative Studio brought the concept to life, drawing inspiration from physical photography and the Monarch butterfly, the state’s official butterfly.
Polaroid-style frames represented travelers’ tangible keepsakes, while the butterfly moved between them—showing how one West Virginia adventure naturally leads to the next. The design underscored the idea that memories made in West Virginia aren’t just snapshots on a screen; they’re living experiences that stay with you long after the trip.
“The 3D DOOH experience creates immediate stopping power in busy urban environments. The unexpected wonder people feel seeing our 3D display mirrors the feeling travelers will have discovering West Virginia’s landscapes.”
Chelsea Ruby | Cabinet Secretary, West Virginia Tourism
Why 3D, why now
With travel competition at an all-time high, West Virginia Tourism turned to 3D creative to capture attention and inspire action during the prime summer booking window. By combining striking visuals with the emotional appeal of authentic experiences, the campaign positioned West Virginia as the perfect escape for city residents seeking something beyond digital entertainment.
Vistar Media drew on its creative expertise and experience in the tourism sector to help the campaign stand out.
“Major domestic destinations are now competing with affordable international getaways, making it more critical than ever to stand out in advertising. 3D creative was one of the concepts our studio team brought to the table with West Virginia Tourism, and we couldn’t be more excited that they decided to be one of the first-to-market groups in their vertical to do this at scale programmatically.”
Raj Lala | VP of U.S. Sales & Development, Vistar Media
Designing for discovery
The campaign’s creative drew from broader cultural and emotional touchpoints to resonate with travelers. West Virginia Tourism highlighted two key inspirations:
“First, the resurgence of physical photography, like Polaroids, among younger travelers who value tangible mementos over endless digital galleries. Second, West Virginia’s natural beauty, symbolized by the Monarch butterfly. The combination of physical photos and fauna perfectly captures our ‘Screen Free Summer’ message: step away from digital documentation and create real-world memories.”
Chelsea Ruby | Cabinet Secretary, West Virginia Tourism
These elements informed every aspect of the creative design, from playful details evoking personal keepsakes to the larger narrative encouraging exploration.
“From a design perspective, OOH requires careful consideration of time and physical environments. Many OOH screens are located in fast-paced settings where brands have only seconds to create an impression. Other locations offer higher dwell times, allowing someone to pause, engage and take in the full branded experience. West Virginia Tourism and Vistar Media struck the right balance with a creative approach that stands out and sticks with audiences, especially compared to more conventional efforts from other tourism brands.”
Raj Lala | VP of U.S. Sales & Development, Vistar Media
From snapshots to scenic views
Beyond capturing attention, the campaign reinforced West Virginia Tourism’s broader marketing goals: inspiring visitation, elevating brand awareness in key growth markets and creating an emotional connection with potential travelers. By combining 3D creative with programmatic DOOH, the campaign extended the “Screen Free Summer” message across multiple touchpoints in daily urban life, turning brief moments of pause into lasting impressions.
“OOH can anchor a brand’s core message at the broadest levels. By leveraging Vistar and tapping into a variety of OOH venue types, West Virginia Tourism maximizes high-impact awareness while also reaching people during everyday moments. This ability to reach consumers across multiple daily touchpoints can complement and drive true visitation intent across West Virginia Tourism’s lower-funnel media mix and its wider marketing strategy.”
Raj Lala | VP of U.S. Sales & Development, Vistar Media
Turning city streets into immersive 3D windows onto West Virginia, the campaign captivated audiences and inspired them to swap screens for real-world adventures.