Visit Maryland
You’re Welcome
How we introduced a humble-yet-bold invitation to explore the state.
The Challenge
As the agency of record for Maryland Tourism, it was time to bolster a successful partnership by launching a new campaign for the spring and summer. The primary goal was to increase tourism sales tax revenue through overnight hotel stays, with a secondary goal of driving awareness and fostering a positive perception of Maryland.
The Clarity
Maryland’s water, trails, history and culinary scene allow people to be the best version of themselves on vacation—and leave feeling thankful.
The Transformation
Working within our previously established brand positioning, we infused a new tone into fresh campaign assets. We focused on key attractions and activities that define the state, creating a fun invitation for travelers and a reason to boldly show off what makes Maryland, Maryland.
The duality of the phrase “you’re welcome” added a humble-yet-bold tone to eye-catching campaign creative, inviting travelers to enjoy an authentic Maryland experience they’ll leave feeling thankful for.
A fresh approach to Out-of-Home advertising was introduced with impactful bus wraps and geo-fenced Digital Out-of-Home (DOOH). The experiment demonstrated the effectiveness of innovative OOH strategies in influencing results in key markets.
Results and Impact
The campaign led to a 173% year-over-year increase in revenue, with additional shoulder-season work generating $2.3 million in hotel revenue and a $26:1 ROI.
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