SEATTLE – Visit Seattle, the city’s official destination marketing organization, and their agency of record, PB&, took home two Destiny Awards at U.S. Travel’s Annual ESTO Awards Ceremony Tuesday, August 14. These awards recognize excellence and creative accomplishment in destination marketing and promotion at the local and regional level.
The Emerald Race – Destiny Award for Digital Campaign
In partnership with CBS, Visit Seattle created The Emerald Race, a digitally-driven series inspired by The Amazing Race, a popular reality show centered around travel. Hosted by Seattle-native and city-lover, Catherine Lowe (of The Bachelor fame), racers were sent daily invitations to encourage exploration of the depth of textures and experiences in Seattle. Collectively, teams traveled an average of 55 miles per day and visited more than 37 locations throughout the city during the show. The success of this series contributed to triple the time spent on VISITSEATTLE.tv from the year prior as well as a total 19MM minutes of watch time across the Visit Seattle channel.
Seattle Story Award – Destiny Award for Special Projects
Collaborating with Film Independent and their broadcast partner, IFC, Visit Seattle launched a first-time program, the Seattle Story Award, which provides a filmmaker the opportunity and funds to produce and distribute a film. From a long list of talented candidates, director Matty Brown emerged as the winner of the award. Through Visit Seattle’s partnership with IFC, Brown’s trailer premiered during the live broadcast of the Film Independent Spirit Awards on IFC March 3 and simulcast on VISITSEATTLE.tv and IFC.com. On the day of the event, Visit Seattle brought a taste of Seattle to LA to celebrate the film premiere of Dreamcatcher with a branded experience of the city. More than 2 million people watched the live broadcast, and “#spiritawards” was the top trending hashtag for over an hour globally.
“Seattle is a city known for its vibrant culture, innovation and natural beauty,” said Ali Daniels, Senior Vice President & CMO at Visit Seattle. “These projects showcase the very best of what our city has to offer through the invaluable perspective of adventurous visitors and the creativity of talented filmmakers. We are thrilled to be recognized alongside our peers for these projects.”
As part of its marketing initiatives, Visit Seattle made a strategic pivot in fall 2015 to leverage VISITSEATTLE.tv as a model more akin to a TV network with engaging programming. They’ve produced award-winning original content which has led to increased site traffic, record video views and numerous industry accolades.
In 2017, Visit Seattle also received two Destiny Awards for Branding and Integrated Marketing Campaign for “Been There, Made That,” a short form documentary series; and a Short-Term Marketing Campaign for Seattle Museum Month, a program in which, for the month of February, guests staying at downtown hotels receive 50 percent off admission to more than 40 arts and cultural museums and institutions in the Seattle area. Visit Seattle also took home the coveted “Judge’s Choice” award in 2017 for overall excellence.
ESTO (Educational Seminar for Tourism Organizations) recognizes U.S. Travel destination members through the Destiny Awards. The Destiny Awards are open to all DMOs or CVBs that are members of the U.S. Travel Association.
About Visit Seattle:
Visit Seattle, a private, nonprofit marketing organization, has served as Seattle/King County’s official destination marketing organization (DMO) for more than 50 years. The goal of these marketing efforts is to enhance the employment opportunities and economic prosperity of the region. For more information, visit www.visitseattle.org.
PB& is a strategically driven ‘SWAT Team’ that uses creativity to solve problems, unlock business potential and add value to people’s lives.