Your Vacation Has a Few Words for You in Campaign for Explore Branson

Explore Branson, the Ozark Mountain destination that welcomed a record-breaking 10 million visitors in 2021, is launching a new, fully integrated campaign told through the voice of Vacation. Many of us say we need a vacation, but do you ever think about what your Vacation needs? Have you been feeding it well? Have you been giving it enough outside time? The sad reality is most vacations are left unsatisfied, spent at a crowded beach or grandma’s house. Branson is currently ranked #3 on Tripadvisor’s Top Trending Destinations in the US for 2022 and is the destination your Vacation has been begging for.

The campaign, titled "Your Vacation Needs Branson," encourages you to listen to your inner Vacation voice that's longing to be heard and fulfilled. Concepted and executed by Explore Branson’s creative AOR, Proof Advertising, with video directed by Oren Kaplan and produced by Five To Sixty, the creative showcases everything your Vacation is longing to experience: golfing and fishing and ziplining and roller coasters. Your Vacation needs a delicious dinner and an outstanding live show. It needs a beautiful view of the Ozark Mountains. It needs days packed with outdoor adventure and nights filled with show-stopping live entertainment. Give your Vacation what it deserves, give it Branson.

The campaign features two 30-second TV spots and three :15s that will run online as well as on traditional/connected TV, one 30-second audio spot, and a variety of print, out-of-home, digital and social assets. Later this month, Vacation will take to Twitter @TheRealVacation to make its demands for excitement, hopes for live shows, and dreams for a trip to Branson well known. All creative will drive consumers to ExploreBranson.com to give their Vacation what it needs: a trip to Branson. 

“People work really hard for their vacations, and often those vacations fail to live up to their expectations,” said Craig Markus, Executive Creative Director, Proof Advertising. “A trip to Branson will exceed expectations, and we wanted the campaign idea to be equally surprising. So, we brought Vacation to life and gave it a platform to speak about mistakes of the past and showcase Branson as the remedy. Hearing from Vacation on various platforms gave it this big presence. It’s on your TV, your phone, and even in your Twitter feed.”

“I really like the personification of Vacation,” said Rachel Wood, Chief Marketing Officer, Explore Branson. “The humorous aspect comes through, and the campaign also highlights the fact that a vacation is a great opportunity to consciously plan new experiences.”