Universal Orlando Resort and T3 Win at ad:tech

Universal Orlando Resort and T3 were awarded "Best Large Format Ad" April 25 at the ad:tech interactive advertising and technology conference 10th Annual Awards Program in San Francisco.

Universal Orlando's "Big Family Fun" Ad beat out finalists AKQA's "Visa Real People Security Stories" and Critical Mass's "Mercedes-Benz USA GL Teaser Banner."

The Best Large Format Ad category included incrementally expandable and large-size ads that have shown measurable success. Over 130 judges from the industry's most revered companies and brands reviewed the submissions. "The Universal "Big Family Fun" expandable advertisement was developed to increase awareness of Universal Orlando Resort as a unique family vacation destination," said Bill Daley, senior manager, Universal Orlando Resort.

Aimed at reaching online consumers, the ad communicates key messaging about the resort destination and family vacation offers. The ad also successfully integrates the resort's many entertainment options and reinforces the fun and excitement of the Universal brand.

"As one of a series of character ad units and other online creative executions, this version of the "Big Family Fun" ad contributed to overall campaign goals of increasing ticket sales and awareness of the Universal Orlando Resort, engaging the consumer and driving traffic to the Web site," said Lori Kerrigan, T3 account director.

The "Big Family Fun" expandable ad unit contributed to tens of thousands of ticket sales generated by the campaign in the first quarter alone. It generated the highest sales conversion rate across all creative in this campaign. Additionally, it resulted in the greatest number of requests for more information in which consumers submitted their e-mail addresses through the ad. "Big Family Fun" also maintained click-through and interaction rates consistent with the overall campaign.

In addition to being recognized at the award ceremony, winners were highlighted in the Thursday edition of the ad:tech Show Daily and will be listed and archived on the ad:tech awards Web site for a full year.

ad:tech is a worldwide conference dedicated to connecting all sides of today's brand marketing landscape.

About T3

T3, an agency with offices in Austin, New York and San Francisco, specializes in innovative marketing campaigns that cut across all media channels. As a collaborative think tank, T3 works with clients including ConocoPhillips Lubricants, Facebook, Intel, JCPenney, John Deere, JPMorgan Chase, Livescribe, Microsoft, Oriental Trading Company, Universal and UPS.

Founded by CEO Gay Gaddis in 1989, T3 is independent and the largest advertising agency wholly owned by a woman in the United States. T3 ranks among ADWEEK's Top 100 Agencies and Advertising Age's Top 100 U.S. Marketing Services Agencies lists.