Alabama – In a bid to capture the wellbeing benefits of a relaxing holiday in the American state, the Alabama Tourism Department is unveiling an experiential campaign featuring a hypnotherapist. Called Mind Trip, the campaign features two long-form videos of the therapist guiding viewers through a meditative journey across Alabama’s beaches and outdoor experiences.
A series of short-form videos also show actors playing the role of patients in hypnotherapy sessions relating to Alabama. Through this campaign, Alabama Tourism Department tunes into the need for escapist travel that can bolster people’s mental and physical health. ‘Studies show the emotional and physiological benefits of taking vacations drop immediately afterward unless travellers return very relaxed,’ says Keith Otter, chief creative officer of Intermark Goup, the agency behind the campaign. ‘We wanted to underscore the relaxing experiences that are possible with an Alabama vacation.’
By drawing on cues from the health and wellness sector, this campaign shows the ongoing influence of Wellness Tourism – with travellers increasingly seeking a holistic wellbeing experience when travelling.
Hospitality and retail brands can take inspiration this campaign and similarly draw on wellbeing cues to promote a sense of escapism and rejuvenation