Advertising/Marketing Campaign – Maxwell's Monthly Contest
Engaging Advisors Through Playful Discovery
Maxwell’s Monthly Contest is an interactive educational experience created to help travel advisors explore the content available on VAX VacationAccess. Each month, advisors are invited to search for Maxwell, the VAX mascot, who is hidden on a different landing page across the site. The contest blends education, exploration and fun to encourage advisors to discover new tools, resources, brand pages and destination content.
Travel advisors rely on VAX for brand updates, training, tools and resources, but many were not aware of the full range of educational content available. The goal was to create an experience that would spark curiosity, increase platform exploration and build stronger familiarity with VAX resources.
Maxwell’s Monthly Contest was designed as a playful, low lift way to guide advisors through VAX content. The experience centers around three simple steps:
Visit the Maxwell’s Monthly Contest Landing Page
Advisors begin on the Maxwell’s Monthly Contest page, where they receive new hints every month that point toward Maxwell’s new hiding spot on VAX.
Find Maxwell on VAX
Using the clues from the contest’s landing page, advisors are encouraged to explore the VAX platform until they spot Maxwell. His location changes every month, encouraging ongoing discovery of new content.
Submit a Screenshot
Once advisors find Maxwell, they take a screenshot and submit it along with their contact information to be entered to win a gift card. Each month, one advisor is selected to receive a gift card, creating ongoing momentum and repeat participation.
The contest uses a friendly, recognizable mascot to make education feel approachable. Maxwell’s personality brings warmth and charm to the experience, while the monthly clues encourage advisors to engage with VAX content in a natural and enjoyable way.
Results
The contest delivered strong engagement and exceeded expectations for advisor participation.
- 1,327 advisors participated in 2025
- 9,110 page views on the contest landing page
- Expanded advisor awareness of resources and tools across less common VAX landing pages
Impact
Maxwell’s Monthly Contest successfully transformed education into an interactive experience that advisors looked forward to each month. By blending discovery with a lighthearted challenge, the contest encouraged advisors to explore more of VAX, deepened their platform knowledge and strengthened their connection to the brand.
The result is a program that is fun, effective and uniquely VAX.
“Something as simple as searching for Maxwell while furthering my travel knowledge is a welcome, small bright light on my darkest days. ☺️”
-Brittany L., travel advisor