Dinosaurland National Monument Tourism Campaigns & Storybooks
Overview
I worked with Uintah County's tourism department and Dinosaurland National Monument for seven years as their main creative resource. As a way to differentiate themselves from other competing destinations, I decided to take a page from Disney's book. If the main target audience was families with young children, then it simply made sense to create a series of children's storybooks and animated videos that the kids could connect with.
Services
- Campaign strategy
- Illustration
- Animation
- Copywriting
- Design & Layout
- Storyboards
- Game Design
The Origin of Adventure: Vern & Al Part 1
As the first in the series, part 1 introduces our target audience to our titular characters, Vern and Al. As the children follow the adventure of the two characters in the book, they can visit the actual place in the destination. The strategy was to build an emotional connection between the characters and the area they belonged to.
The Origin of Adventure: Vern & Al Part 2
In the next installment of the series, I decided to up the illustration quality and introduced a new character, Mister Rock. Along with the printed storybook, animated short, and marketing ads, I learned how to code a "flappy bird" mobile game that children could play as well.
The Origin of Adventure: Vern & Al Part 3
With the third installment, I decided it would extremely fun to invent a dino-themed sport and teach children how to play it during the course of the book. The county also hosted a tournament for the new-found sport to increase awareness of the campaign. Along with the storybook and new sport, I created collector coins that children could collect for each of the spots they visited.
The Origin of Adventure Tourism Campaign
The campaign also had another variant that appealed to an older, more adventurous audience. Using the same messaging, but different visual treatment, the campaign tried to connect with those wanting to seek a unique version of outdoor adventure.
