Maryland Office of Tourism

Maryland Office of Tourism

Maryland is a beautiful, diverse and vibrant state, and more people should know about everything it has to offer. After working through our Clarity CaptureSM process and repositioning the state for today’s traveler, we launched phase one of our multiphase integrated consumer campaign for the Maryland Office of Tourism. Our Open For It tagline captured the true essence of Maryland—welcoming, open-minded and full of experiences that leave you feeling like your best self. In just three months, the "open" campaign generated over 92 million impressions, over $17 million in hotel bookings revenue and a $15:1 return on ad spend.

  • Advertising
  • Brand Development
  • Broadcast
  • Collateral & Sales Support
  • Digital
  • Interactive
  • Media
  • Print
  • Strategic Planning
  • Strategy

Our broadcast and online video focused on telling an immersive, traveler-first story of our target as they journey across the state.

We learned that water adventures and culinary experiences were two top selling points for our travelers, so we positioned our broadcast around these things.

In order to disrupt in the preroll environment, we created immersive ads with no voiceover or sound, outside of the natural environment, giving viewers a firsthand look at what a Maryland vacation could feel like.

Our campaign allowed for flexibility, knowing we would need to be able to speak to a wide range of experiences.

Our campaign allowed for flexibility, knowing we would need to be able to speak to a wide range of experiences.

Our banner ad placements covered Maryland's big 4: seafood, water experiences, history and an elaborate trail system.

Our banner ad placements covered Maryland's big 4: seafood, water experiences, history and an elaborate trail system.

Each of these placements drove to a special page on visitmaryland.org that was unique to the banner ad, ensuring a seamless experience from click to landing page.

Each of these placements drove to a special page on visitmaryland.org that was unique to the banner ad, ensuring a seamless experience from click to landing page.

Welcome centers serve as the first greeting travelers get from the state of Maryland. We redesigned center art to reflect our open campaign.

Welcome centers serve as the first greeting travelers get from the state of Maryland. We redesigned center art to reflect our open campaign.

To maintain consistency across all touchpoints, we carried the messaging, visuals and campaign strategy into postcards and note cards for the Office of Tourism.

To maintain consistency across all touchpoints, we carried the messaging, visuals and campaign strategy into postcards and note cards for the Office of Tourism.

High-impact print advertising ran in Allrecipes, Better Homes & Gardens, EatingWell, Family Circle, Rachael Ray Every Day and Traditional Home to add Maryland to the consideration set for family vacations.

High-impact print advertising ran in Allrecipes, Better Homes & Gardens, EatingWell, Family Circle, Rachael Ray Every Day and Traditional Home to add Maryland to the consideration set for family vacations.

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