mark manion

When the recession hit in 2008, leisure travel slowed to a crawl. The term “staycation” became popular, and people started staying close to home.  But research told us that although the recession had impacted traveler motivations, 70% of them still expected to take some sort of vacation, and that “value” was a top driver for making those decisions. 

 

So we developed a campaign to let people know that they didn’t have to stay home and spend less on vacation, they could come to Missouri and get a vacation for less. This humorous campaign called out the "backyard vacationers" and encouraged them to simply drive to Missouri instead.