Intermark Group's 'Mind Trip' for The Alabama Tourism Department Wins at the ADDYs

The Alabama Tourism Department (ATD) has received a total of six district and national American Advertising Federation awards (ADDYs) for its 2022 “Mind Trip” campaign, which was created by agency-of-record Intermark Group.

Nationally, Intermark received a silver award for 'Mind Trip' in the Internet Commercial Campaign category and another silver for its “Mind Trip: Outdoors” work. For the District honors, it won a best of show and three silvers for the 'Mind Trip' campaign and individual ads. 

The 2022 campaign was launched last summer and allowed visitors to use their minds to escape to Alabama through a mind trip in a new and innovative way by experiencing a vacation in the state. The buzz-worthy promotional campaign presented a relaxing experience with a distinctively motivating appeal to immerse visitors into the idea of slowing down and savoring unique Alabama moments as well as through tongue-in-cheek hypnotic ways to take their minds to Sweet Home Alabama.

Additionally, Intermark won seven awards for the Alabama Tourism Department’s “Mind Trips” campaign in February at the local Birmingham ADDYs: a Gold ADDY for the “Mind Trip” internet campaign featuring the state’s beaches and outdoors (Film, Video & Sound category) and five silver ADDYs (Cross Platform/Online Interactive Campaign; Film, Video & Sound; Copywriting; and Sound Design categories).

All in all, it was a great year for the agency, which uses the power of psychology-driven creative knowledge to create highly engaging campaigns that are proven time and time again to resonate with clients and the public at large.

“Our exceptionally talented teams used this knowledge to create highly engaging campaigns that are proven to resonate with clients and the public,” said Jake McKenzie, Intermark Group’s chief executive officer. “This recognition is a testament to our partnership with Director Lee Sentell and his team at the ATD. We are thrilled to be honored by our industry peers at these levels. These honors are very influential to the annual growth that our psychology-driven creatives create for our clients. Congratulations to the Alabama Tourism Department and Intermark teams. We couldn’t be prouder!”

The American Advertising Federation Awards are the industry’s largest and most representative competition. They attract more than 25,000 entries every year in local AAF Ad Club competitions.