Intermark Group's Alabama Tourism Department Campaign is for the Birders

Nov. 27, 2023

The nation’s largest psychology-driven marketing firm, Intermark Group, has created an integrated marketing campaign for client Alabama Tourism Department’s (ATD) “Year of Alabama Birding” (YoAB). The ATD has invited bird lovers to flock to the state to observe the 430 bird species within its borders and immerse themselves in dynamic activities to enjoy the sights and sounds of their feathered friends.

The objective of the campaign is to engage "Curious Ginas" —the core target—and novice birders across the southeast. Elements include paid video (HULU), digital display, audio, owned POP audio, website audio and video, local print, social media (Facebook, Instagram, and YouTube targeting the South) and rich-media display ads.  

Using lush nature imagery, Intermark created videos (two :30s and two :15s)—“A World of Serenity” and “Where Happiness Comes From”—plus :30, :15, and videos for eight influencer birders featured in a “Bird Tales” component. They also produced eight focused audio clips of bird sounds captured along Alabama’s Birding Trails (“Relax with Birdsong”), another eight versions featuring musical accompaniment (“Sounds of Happy”), “Find Your Flock,” an online quiz that matches travelers with the birds they most resemble, and documentary-style content as seen through the eyes of birders as part of “Bird Tales.” 

Lee Sentell, director of the Alabama Tourism Department said:

"A world of wonderful sights and sounds await those who travel to Alabama. The Year of Alabama Birding is an experience that focuses on the state’s birding trails and habitats. We’re offering people an opportunity to commune with nature in a unique and relaxing way."

 

In addition to the "Curious Gina" persona, Intermark used psycho-programmatic messages and media targeting a subset segment called “Outdoor Ginas,” travelers with existing outdoor interests who had potential to be intrigued by birding. The birding content on the Alabama Travel website gave them another great reason to explore the state’s outdoor destinations, while cultivating new interest in the world of birding.