“They are individuals who appreciate the beauty of our world, want the freedom to imagine without limits, and are inspired by the potential of the future,” Dunham said. “For them, technology is a conduit that enables a more visceral experience. It is not the endgame.”

The campaign’s success will be measured based on response to the activation, the social media buzz generated, website traffic driven by ads and QR codes and email responses. Away will be monitoring changes in brand sentiment, product sales and inquiries that can be linked to the effort.

“This activation allows us to drive a new conversation and make a statement that our world’s beauty is unparalleled,” Dunham said. “We hope it sparks wanderlust and curiosity to get away and explore the incredible, otherworldly locales that actually exist in our world today.”