It's Your Show Campaign
With the wide variety of things there are to do in the Show-Me State, there’s a show for everyone.
So we decided to drive that idea home by focusing on personalization and letting vacationers show us what a vacation to Missouri looks like to them.
So we sent seven groups of real travelers from surrounding states on real road trips, gave them GoPros and iPhones, and then stood back and let them shoot their own footage of how they like to “Enjoy the Show.”
This integrated, user-generated campaign not only won multiple awards, but it also helped increase awareness of the state’s tourism potential by over 50%, a key performance indicator for travel.
• Broadcast/Cable TV
• Online Video
• Social Media/PR
My Role: Creative Director / Copywriter
Copy: Dru Jacobs
Art: Shaun Young, Ashley Geringer
Dev: Chris Kilcullen