Whether you’re showing off an Alaskan cruise or an Idaho ski resort, a photo is good... but a video is even better. That's what the Tourism Development team at the Idaho Department of Commerce realized—and one reason why they chose to use Microsoft Tag in their advertising.
A year ago, when 2D barcodes were still just starting to permeate the market, the Department of Commerce’s Karen Ballard noticed Tags in a golf magazine that resolved to video of techniques. She liked how easy Tag was to use and an agency contact told her Tag offered more robust tracking metrics than QR codes. Thus began one of several Tag implementations: First in a snowmobile campaign with Montana and Wyoming, then on displays at the Bellevue Square Mall, giving shoppers instant access to a contest sign-up. When the mall campaign wasn’t yielding the desired results, Tag made it easy to switch to a video that brought about improved results.
“That’s one of the things that’s really fun about the Tags,” Karen Ballard says. “You can swap out whatever you’re guiding the consumer toward, based on what they’re interested in. It was easy to incorporate, and it had a novelty factor that made it interesting.”
The print ad campaign was not only successful, but also garnered the department an award. Their efforts coupled with Tag earned them the national Mercury Award from the U.S. Travel Association.
The Department of Commerce is now using Tags in their print ads and Ballard is full of ideas for future implementations. Among them: A Tag on a sign at a highway rest stop near the Oregon Trail that could connect travelers to a video about the Oregon Trail, which they could take with them on their smartphone to watch in the car. As Ballard points out, “You can always switch it up,” so the department can keep the content both fresh and interesting.
What other ways can Tag be used to boost tourism? Let us know with your comments below or on Facebook or Twitter.