Luquire Earns Silver National ADDY® for “Drive-Thru Vacations”

Luquire’s award-winning campaign urged visitors to safely explore North Carolina at the peak of COVID-19 

The accolades keep rolling in for Luquire’s stellar creative work, with our “Drive-Thru Vacations” campaign for Visit North Carolina earning a Silver National ADDY® from the American Advertising Federation. The award was presented at AAF’s ADMERICA 2022 conference in Nashville on June 3. 

Luquire created “Drive-Thru Vacations” to encourage visits to some of North Carolina’s tourist sites at the height of the coronavirus pandemic. The team curated a collection of contactless adventures visitors could enjoy from the safety of their cars, then used a mix of organic social posts, a custom web page and clever creative at North Carolina Welcome Centers to promote the experience. 

The results were astounding: nearly 3 million brand impressions and $150,000 in earned media coverage for an investment of approximately zilch. More important, the campaign kept North Carolina tourism top of mind at a time when consumers felt cooped up – and the hospitality industry had all but given up hope. 

The ADDY® Awards is one of the industry’s largest creative competitions, attracting nearly 30,000 professional and student entries each year to recognize and reward the creative spirit of excellence in advertising. The three-tier competition is conducted annually by the AAF at the local, regional and national level, with selection of the most creative work in each category determined by a panel of judges who evaluates all creative dimensions of every entry.