Alabama probably isn’t the first destination that comes to mind when deciding where to go on your next vacation, but when you consider how stressful most vacations end up being, maybe it should be. This campaign focused on all the sensory pleasures you’ll enjoy during a relaxing Alabama vacation, because when you’re here, you can take it all in.

We didn’t just tell people about how fun and relaxing a vacation in Alabama is; we went to New York and Chicago and showed them in person. With experential installations utilizing virtual reality—and reality reality, like an Alabama craft beer party in Brooklyn—tourists and locals got to experience the next best thing to actually being here.

While VR parasailing, giant advertisements painted on skyscrapers, and Mardi Gras floats in the middle of Times Square are splashy fun, going viral with an old-school billboard campaign can feel just as good, if not better.

Lastly, here’s a little something for the writer nerds: a longform advertorial published in The Oxford American. This is a story on Gip’s Juke Joint, a legendary nightspot in Bessemer, Alabama.