Tourism Group Launches “Imaginagency,” A Travel Agency Run by Kids, Featuring Actress Tia Mowry
Jacksonville, FL – Creative and production studio TigerLily recently teamed up with Praytell, an integrated marketing & creative communications agency, on a new campaign for “Imaginagency,” a program launched by Visit Anaheim that features kid-designed itineraries for family vacations in Anaheim, California.
Inspired by a national survey revealing that 86% of kids want more input on family vacations, Visit Anaheim is handing over the travel-planning reins to the kids. A travel agency run by kids, “Imaginagency” features actress and mom Tia Mowry and six young influencers, including Mowry’s own kids, as they create bookable memory-making itineraries, from pancakes and theme parks to hockey games and hiking trails. The effort blends influencer marketing, destination storytelling, and youth empowerment to reimagine family vacation travel.
To view: https://www.imaginagency.com/
Leading up to the one-day shoot at the Visit Anaheim office, TigerLily worked with Praytell to bring their vision of the Imaginagency to life, from supporting set and production design to talent. TigerLily SVP of Production Gina Fallon took the lead on producing the campaign, with direction by Dan Addelson and photography by TigerLily VP of Partnerships Cliff Englert.
“The concept was kid-driven itineraries, so our job was to set the scene and be prepared for whatever the kids threw our way,” says Fallon. “We worked closely with the agency to identify any kid-friendly activity in the region, then translated that to props and art that the kids could work with on set. The heart of the idea is imaginative, unscripted fun, which comes naturally to the kids, but is a new way of working and thinking for us producers! Having a team you trust that understands the ask and is ready to be flexible in any way to achieve it was the key.”
“We’d been fans of Praytell for quite a while, so when this quick-turn project came along involving kids and a celebrity, it felt like a great fit,” concludes Englert. “We have a long history of getting strong performances from kids, and once we saw the creative, we knew Dan was the right call—his kid-centric work with brands like Tillamook, Borden, and Lysol really stood out.”
At the heart of Imaginagency is a squad of six adventurous “Imaginagents,” including:
- Cree Mowry-Hardrict, 13, actor and son of Tia Mowry and Cory Hardrict
- Cairo Mowry-Hardrict, 6, daughter of Tia Mowry and Cory Hardrict
- Tynka Gudas, 9, daughter of Anaheim Ducks Captain Radko Gudas
- Brayden El Moussa, 9, son of Tarek El Moussa and Christina Haack
- Olivia Bledsoe, 9, local Anaheim expert
- Nigel Zhang, 9, local Anaheim expert
Anaheim is home to many primary attractions, including Disneyland Park, Disney California Adventure, the Anaheim Ducks, the Anaheim Packing House, and Knott’s Berry Farm.
Ad Agency: Praytell
Production Company: TigerLily
Director: Dan Addelson
DP: Michael Pecasio
SVP of Production: Gina Fallon
Business Development & Photography: Cliff Englert