Mammoth Lakes Tourism

The Real Unreal

Agency: The Shipyard


October 2022 – San Diego, CA -- The Shipyard announces the launch of “The Real Unreal” -- a bold and innovative campaign for Mammoth Lakes Tourism (MLT) designed to drive responsible travel to the perennial adventure land in California's Eastern Sierra.

To showcase the storybook scenes of Mammoth Lakes, California, while also prompting guest stewardship, The Shipyard’s campaign features a series of six video spots that leverage the seemingly unreal grandeur and landscape diversity of Mammoth Lakes, while calling upon visitors to keep it that way for future visitors.

Executive Creative Director Kerry Krasts notes: ‘“The Real Unreal’ campaign upends the fantasy realities that many escape to with high-tech CGI in the digital world by profoundly immersing viewers in a fantasy they can actually see, explore and experience in real life. The pandemic led to many finding escape in the virtual world, and this campaign drives local and national consumers to a tangible wonderland.”

The Shipyard’s campaign, shot by highly acclaimed adventure sports photographer and Mammoth Lakes local Christian Pondella, spotlights the destination’s “wonderlust”—a constant sense of adventure visitors can experience in just one location. From pristine snowy mountains to rainbow-emitting waterfalls, expansive valleys, and far more, viewers feel as if they are in a real-life video game or a lead actor in an adventure film.

“We’re excited to invoke a new era of responsible travel - drawing in visitors that will respect our community and the environment as they enjoy the often unknown pockets of beauty that Mammoth Lakes has to offer,” says MLT’s Executive Director John Urdi. ”Plenty of destinations ‘promote’ stewardship as a mere hashtag and side note, but MLT has responsible tourism at the heart of our mission and marketing. The work celebrates responsible tourism and shows visitors that Mammoth Lakes is so incredible they’ll want to protect it like it’s their own.”
“The Real Unreal” campaign will run in travel markets including Denver and the Northeast (NY, NJ, Boston) along with regional markets in California and Nevada. Check out “The Real Unreal” spots here.
On top of the dreamlike videos, “The Real Unreal” campaign is utilizing digital banners, social media, print ads, and other custom content to holistically market all of Mammoth Lakes’ wonders and showcase their surreal beauty.

About Mammoth Lakes Tourism

Mammoth Lakes Tourism provides a regional marketing and communication platform to promote the Mammoth Lakes brand and destination while serving as an authority on travel and tourism to the Mammoth Lakes area and engaging in opportunities and partnerships that will elevate the profile of the area. Mammoth Lakes Tourism unifies business and community leaders to raise the relevance of travel to the destination and sustainably enhance the area.

About The Shipyard
Engineering Brand Love. The Shipyardbuilds performance-driven brands that audiences love by applying modern mindsets to established models, fueling more courageous and more validated brand and marketing decisions. The agency serves iconic brands such as Thrivent, Visit California, CAS, In-N-Out, Weleda, Donato’s, California Wine Institute, Serengeti, NCR, SDG&E, CO-OP Financial Services, Protective Insurance, VSP, Clifton Larson Allen (CLA), San Diego Tourism Authority and many others. Founded in 2014, The Shipyard is a full-service agency with offices in Columbus, OH, Newport Beach, Sacramento and San Diego California.

This professional campaign titled 'The Real Unreal' was published in United States in October, 2022. It was created for the brand: Mammoth Lakes Tourism, by ad agency: The Shipyard. This Film medium campaign is related to the Hospitality, Tourism industry and contains 6 media assets. It was submitted 11 months ago by Lynne Collins.


Client credits

Client – Mammoth Lakes Tourism
Executive Director – John Urdi
Director of Marketing – Brian Wright
Senior Marketing Manager – Dakota Snider
Marketing Manager – Emily Bryant
Digital Marketing Coordinator – Patrick Griley

Agency credits

Agency – The Shipyard
Executive Creative Director – Kerry Krasts
Creative Director – John Risser
ACD Art Director – Kevin Lukens
ACD Copywriter – Dan Crumrine

Vice Chairman – Dave Mering
VP, Group Account Director – Amanda Moul
Account Director – Jason Wright
Senior Project Manager – Hilary Hastings
Account Coordinator – Bridgitte Agcaoili

Group Strategy Director – Val Vento

VP, Agency Production – Liz Ross
Production Company – Yard Dog TV
Director – Duanne Crichton
Production Company Producer – Beth Pearson
Photography – Christian Pondella

Editing/Post Production/Special Effects
Editorial Company – Big Sky Edit
Editorial Company producer – Sarah Van Tassel
Editor – Matt Elias
Audio - Sound Designer/Mixer – Mat Guido

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