Ohio Tourism: Campaign

My Role: Experience Design Director, Copy

Creative Challenge: Differentiate Ohio from all the states in the Midwest and tell a compelling story as to why young people and families should visit.

Product Challenge: TourismOhio, the organization responsible for the health of Ohio’s $46 billion tourism industry, wanted to change how people thought about Ohio. I was part of a three-person team tasked with bringing a campaign to life in just under one week.

Solution: While some use “Middle America” as disparaging I thought we could flip the script and make it our super-strength. What you’ll see below are concepts areas and scripts for

The state has a little bit of a lot of things—major league sports, renowned museums, culture, music, food, and kid-friendly entertainment. I beieved we should connect experiences and illustrate how there’s a version of Ohio for visitors’ life stage and interests. Thus, “It Comes Together” is the campaign I developed to show how a collection of varied experiences makes for one memorable trip.

Because Ohio has a little bit of everything, it’s the only place within a short car ride where you can see and experience so much in a short time. That insight is what drove my concept of “When It Comes Together.”

Additionally, Ohio has a lot of entertainment mixed with midwestern magic. Your visit to the state can be memorable simply because of the unusual and unique offerings we have. That’s how I came up with “Ohio. It’s Anything But Ordinary.”

Campaign concept