“More than 100 theme lines and 80 logos were developed as part of the process,” according to Hoffman/Lewis Creative Director, Mark Manion. “In the end, research proved that the connection between ‘The Show-Me State’ and the invitation to ‘Enjoy the Show,’ is easy to understand and very motivating to travelers.”
It is important to say that tourism is in fact the second largest industry in Missouri, after agriculture. More than 36 million tourists visit Missouri annually and contribute over USD 11 billion to the state’s economy. And that is a really important figure, necessary to maintain and, if possible, to increase.
The new campaign includes seven television spots, five print advertisements, seven billboards, an updated online presence and a social media strategy. It was created as a complex campaign, with a powerful multi-media campaign.
“Missouri truly does have a lot to show, given two major cities on each side of the state, the unique entertainment offering of Branson, amazing outdoor escapes and even wine country,” said Mark Schaeffer, President of Hoffman/Lewis. “We’re excited about how this new campaign platform is able to serve up the diverse options Missouri offers to tourists.”
It will be really interesting to find out in the future the impact this campaign had on Missouri’s tourism.