Greater Madison Convention & Visitors Bureau

Advertising Design

The Greater Madison Convention & Visitors Bureau wanted to promote travel to Madison, Wisconsin for the winter season. There were strict requirements that I had to use the image of the skater and the lengthy ad copy.

With that in mind I focused on the Winter theme and created a very elegant solution. Knowing I wanted to have it snow in the ad I tackled the problem with a simple ActionScript that dynamically created various snowflakes that gracefully fell in the ad unit, fading away as it hit the skater.

The use of ActionScript allowed me to bump up the resolution of the skater and still keep the ad within acceptable file size limits. Futhermore the code I created was later used in multiple campaigns across our network for a variety of weather effects and more.

This is one of my favoritve designs because of it's simplicity and effectiveness. Over the 16 day campaign the click thru rate averaged twice the industry average at .15%, with daily click thrus as high as .22% during the week. With over 390,000+ impressions the ad held up remarkably well, even as it returned over the holiday season.