What we do know — the “Screen Free Summer” campaign & its results
Immersive 3‑D DOOH campaign across major US metro markets
- In 2025 West Virginia Tourism — in partnership with Vistar Media — launched its first-ever 3‑D digital out‑of‑home (DOOH) campaign under the “Screen Free Summer” theme. The campaign featured striking 3‑D visuals (butterflies, Polaroid‑style “frames,” mountain & nature imagery) aimed at urban dwellers in cities like New York City and Philadelphia. (vistarmedia.com)
- The creative was designed to convey the emotional appeal of “unplugging” — trading screens for real‑world nature, personal memories, and outdoor adventure. (vistarmedia.com)
- According to the campaign case‑study page, the immersive 3‑D DOOH execution helped West Virginia “stand out in crowded urban environments,” grabbing attention and resonating with people at peak vacation‑booking time. (vistarmedia.com)
Alignment with “unplug & reconnect with nature” travel demand
- As urban audiences experience “digital fatigue,” “Screen Free Summer” tapped into a growing trend toward nostalgia, offline experiences, and “real‑world memories” — positioning West Virginia as a destination for natural beauty, outdoor recreation, and slower‑paced escapes. (Garden & Gun)
- The campaign highlights outdoor offerings in West Virginia — waterfalls, white‑water rafting, hiking, historic small towns, scenic drives, mountains, trails — under the umbrella “Almost Heaven” identity. (Almost Heaven – West Virginia)
Recent institutional recognition and promotional support
- The campaign seems part of a broader, ongoing push by West Virginia Tourism: in 2025 the agency launched a new brand‑licensing program for its “Almost Heaven” brand (logo, “WV” icon, “Country Roads” motifs, etc.), suggesting an effort to scale brand familiarity and merchandising tie‑ins. (West Virginia Explorer)
- The state’s cooperative advertising program and other digital‑marketing strategies continue to be used to amplify reach and promote visitor engagement. (Almost Heaven – West Virginia)
What we can’t confirm — “ranked among the world’s top travel marketing initiatives”
- I couldn’t locate any global ranking, index, or authoritative list — by major travel‑industry bodies, media outlets, or awards — that lists “Screen Free Summer” among the “world’s top travel marketing initiatives.”
- The campaign is discussed in case‑study / advertising‑industry contexts (outdoor media, DOOH, creative execution) — but “top worldwide travel campaign” appears to be more a promotional claim than a verified ranking backed by an independent 3rd–party institution.
- I saw no mention of “global tourism campaign awards” or “international best‑practice lists (2025)” that include West Virginia’s Summer‑2025 campaign.
In short: the claim that it is “ranked among the world’s top” seems unsubstantiated — at least publicly so far.
Observers, Experts & Industry Commentary — What They Say or Could Reasonably Infer
- According to the DOOH‑trade publication covering the campaign launch, the immersive 3‑D execution “creates immediate stopping power” in busy urban environments, and “visually demonstrates the Screen Free Summer message” in a way few tourism campaigns attempt. (OOH TODAY)
- From a tourism‑marketing‑strategy perspective: “Screen Free Summer” is often cited as a smart response to increasing “digital fatigue” among urban dwellers — targeting those who may be looking for nature, real experiences, and “reset.” (Garden & Gun)
- Some media coverage frames West Virginia as increasingly appealing for “digital‑detox vacations,” with the 3‑D DOOH campaign helping reshape perceptions — from a lesser‑known state to a destination offering “real‑world memories, mountains, rivers, outdoor fun.” (vistarmedia.com)
These perspectives suggest that even without a formal “global top ranking,” the campaign is viewed internally and by industry watchers as creative, timely, and effective — which lends credence to claims of “world‑class ambition.”
My Interpretation & What It All Means
I think the “Screen Free Summer” campaign — with its 3‑D DOOH execution, strong storytelling around unplugging and nature, and strategic targeting of urban audiences — is among the more innovative and high‑impact state-level tourism marketing efforts in recent U.S. campaigns.
- It shows creative bravery: using immersive 3‑D DOOH to cut through ad clutter and reach urban audiences who might be overwhelmed by screen ads but nostalgic for real‑life experiences.
- It taps into modern travel trends: desire for outdoor adventure, escape from digital saturation, authentic experiences, and reconnecting with nature — all of which resonate with many travelers.
- If executed well and paired with the natural assets West Virginia offers (mountains, rivers, outdoors), it could significantly shift the state’s brand perception — from “hidden Appalachian state” to “must‑try scenic getaway.”
That said — without independent global ranking, its “top‑in‑the-world” claim remains more marketing‑positioning than verifiable fact. It’s probably more accurate to call it “one of the most creative U.S. state-level tourism campaigns in 2025” rather than “top worldwide.”
You raised a good — and subtle — question. I found strong evidence that West Virginia Tourism’s “Screen Free Summer” campaign is widely praised as a very innovative and effective travel‑marketing effort — but I found no public, authoritative source that claims it is “ranked among the world’s top travel‑marketing initiatives” in a formal global ranking. Below is a breakdown of what the evidence does show (“case studies, results, recognition, industry commentary”) — and where the “top in world” claim seems to come from (or overextend).
What is real & documented: Case‑studies and campaign performance
• 3D DOOH creative campaign — “Screen Free Summer” brings big creative ambition
- West Virginia launched its first-ever 3‑D digital out‑of‑home (DOOH) campaign under “Screen Free Summer,” partnering with media‑tech firm Vistar Media. The campaign ran in major urban markets — e.g. New York City and Philadelphia — aiming to attract city‑dwellers planning summer breaks. (vistarmedia.com)
- The creative design used immersive 3‑D visuals — for example, a butterfly (the state’s official butterfly) visually “flying out” of Polaroid‑style photo frames — intended to evoke the idea of real, tangible memories rather than screen‑based experiences. That metaphor underpins the “Screen Free Summer” message: trade screens for nature, experiences, real-world adventures. (vistarmedia.com)
- According to campaign documentation, the 3D‑billboard execution delivered strong urban “stopping power,” capturing attention in busy city environments where conventional ads often get ignored. (vistarmedia.com)
This creative ambition placed the campaign among the more experimental and bold tourism‑marketing efforts — not your typical brochure‑style ads, but immersive, sensory, emotionally driven storytelling.
• Measured growth & increased engagement at the state tourism level
- According to the tourism department’s 2025 report, West Virginia’s broader marketing push — which includes “Screen Free Summer” as well as other digital, print and social programs — resulted in a substantial uptick: the annual report cites over 700,000 social‑media video views and more than 400 million total impressions across its channels. (Almost Heaven – West Virginia)
- Website traffic, engagement, and demand indicators also increased: during the 2024–25 campaign year, there was a measurable rise in website sessions, content downloads (visitor guides, itineraries), and engagement with digital ads and posts — evidence that the campaign reached and resonated with a broad audience. (wvlegislature.gov)
- Additionally, West Virginia Tourism’s “Cooperative Advertising Program” — which often bundles public‑ and private‑sector tourism partners — has been leveraged in conjunction with “Screen Free Summer” messaging to enhance reach, visibility and conversion potential (i.e. turning awareness into bookings or interest). (Almost Heaven – West Virginia)
These performance metrics suggest “Screen Free Summer” played a significant role in elevating West Virginia’s tourism visibility nationally and boosting interest and intent among potential visitors.
• Industry recognition & media coverage as a creative tourism campaign
- Coverage by an out‑of‑home advertising trade publication (OOH Today) highlighted the “Country Roads, 3D Billboards” campaign — describing the 3D DOOH execution for West Virginia as among the “most immersive tourism campaigns in 2025,” with quotes from both West Virginia Tourism and Vistar Media leadership explaining the creative rationale and expected impact. (OOH TODAY)
- Tourism‑industry and regional media have described West Virginia’s tourism marketing push (which includes “Screen Free Summer”) as part of a successful broader rebound: in 2022 West Virginia reportedly generated over US$5 billion in direct tourism impact (with total economic impact over US$7 billion), referencing boosted visitor numbers and increased interest from out-of-state travellers. (wvmetronews.com)
Those items — creative innovation, measured reach, and positive tourism‑economic outcomes — constitute solid evidence that the campaign is effective and, in many ways, exemplary.
What remains unproven or uncertain — “Top in the world” claim appears to be more promotional than factual
- I found no global travel‑industry body, award list or independent ranking publicly listing “Screen Free Summer” among the world’s “top travel‑marketing campaigns.” No references in major travel‑industry awards databases, global tourism‑marketing rankings, or recognized international marketing award lists.
- The press and media coverage around the campaign — including the trade‑media write‑ups — do not call it a “world‑leading campaign” in the sense of “number one globally” — rather they highlight it as a creative, high‑impact, innovative campaign for a U.S. state tourism board. The emphasis is local/national (U.S., East Coast), not global.
- Many of the results cited (impressions, social‑media metrics, DOOH creative impact) are upper‑funnel metrics (awareness, engagement) — which are valuable, but not necessarily proof of long-term conversion, sustained visitation increases, or global comparative success against major international campaigns in big tourism markets.
In short: the publicly documented evidence supports a claim that “Screen Free Summer” is among the more creative and successful U.S. state-level tourism marketing campaigns in recent years — but not that it is formally “ranked among the world’s top travel‑marketing initiatives** on a global scale.
Commentary & Expert Perspective — Why the Campaign Is Significant, What to Watch
Why many in the industry view it as a standout campaign:
- It represents a creative break from traditional tourism marketing, using 3‑D DOOH in urban environments to target city-dwellers suffering from “digital fatigue,” inviting them to reconnect with nature — a compelling, emotionally resonant narrative.
- It demonstrates how a “small” tourism board (a U.S. state) can punch above its weight: by using technology, smart creative, and timing (summer travel booking season), West Virginia maximizes impact beyond its usual audience.
- Given the current competitive travel market (post-pandemic, people looking for “real experiences,” domestic travel surges, escape from city life), such innovative campaigns can be especially effective — and shift perceptions of destinations.
What should be monitored for long-term success:
- Whether awareness and engagement translate into actual visitation increases and tourism‑economy outcomes (hotel stays, park visits, spending) — long-term ROI matters more than short-term buzz.
- Avoiding overreliance on “creative novelty”: as more destinations copy immersive DOOH or experiential marketing, the uniqueness will erode, so messaging, experience quality, and follow-through need to remain strong.
- Balanced marketing mix: combining high-impact OOH with digital, social, influencer, on‑the-ground tourism infrastructure, and good visitor experience — to convert interest into lasting tourism growth.
My Take — A “World‑class” Campaign by U.S. State Standards, but “Top Worldwide” Remains an Unverified Title
I believe “Screen Free Summer” deserves credit as a world‑class‑level creative effort for a U.S. state tourism campaign — particularly given its use of immersive 3D DOOH, emotional storytelling, and measurable engagement. In the landscape of state-level/ regional marketing campaigns, it’s likely among the most ambitious and high-quality in 2025.
However, calling it “ranked among the world’s top travel marketing initiatives” implies a global comparative ranking that simply doesn’t exist in public records. As of now, that phrase appears to come from promotional or anecdotal narrative, rather than from independent global benchmarking.