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Arlington CVB Launches CGI Animated Destination TV Spot

22 Jul, 2019


The Arlington Convention & Visitors Bureau (ACVB) has launched a new leisure destination TV spot, a :90 second short animated film entitled “Arli and the World of Wonderful”, the first video visual of the leisure brand platform, “Welcome to Arlington, a World of Wonderful”. The dazzling, detailed, CGI spot highlights the best of what Arlington offers in terms of adventure and entertainment for visitors of all ages. The compelling short was developed in conjunction with the CVB’s New Orleans AOR PETERMAYER and strategic creative group ATK PLN.

“We knew we wanted to take ‘World of Wonderful’ to the next level and bring this storyline we had created to life,” said Ron Price, president and CEO of Arlington Convention & Visitors Bureau. “By using CGI animation, we were able to illustrate, in 90 seconds, our city’s assets and attractions while also evoking the sense of wonder Arlington offers. We felt CGI animation conveyed everything a visit to Arlington entails in a way that felt authentic to who we are as a destination.”

Decima Mullen, ACVB’s senior director of Marketing and PR agrees, “When you visit Arlington, there is an energy that fills the air. Getting that feeling, that sense of excitement was something we knew could be captured through animation. It’s certainly not your everyday tourism commercial, and we didn’t want it to be. Our goal was to produce something that differentiated us from what you typically see reflected in a destination spot, to create something that embodies the energy and dynamism of our amazing city as a place you have to see for yourself.”

“Arli and the World of Wonderful” tells the story of the Wonderfuls family, who are currently living out a boring life in a town that lacks people or places who spark excitement. Each member of the Wonderfuls family has a (currently fading) dream or interest that, through a magical turn of events, will be renewed upon a spontaneous visit to Arlington. The spot brings to life beloved Arlington attractions such as AT&T Stadium, Globe Life Park, and Six Flags Over Texas and nods to newer destination assets such as Globe Life Field, Esports Stadium Arlington and Texas Live! entertainment complex.

“Fun isn’t frivolity, it’s a human need. A visit to Arlington creates experiences that underscore the joy of spontaneity and we aimed to express that in a lighthearted, perhaps unexpected way,” said Desmond Lavelle, PETERMAYER VP executive creative director. “From concept to execution, through CGI animation we were able to bottle the Arlington spirit and convey the power of the perfect vacation.”

“Being able to take a sketched piece of work and then fully realize it in CGI allowed us to breathe life into a spot that will run the next three years, to match the tonality of the campaign and the essence of what a visit to Arlington offers. Our hope is that it gives the viewer a peek at their future happy visit to our World of Wonderful, where they can live it themselves!” said Mullen.

Arlington truly is a “World of Wonderful” that offers memorable experiences for each family and age group. Please click here for additional information and campaign assets.

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