The Springfield, Missouri Convention & Visitors Bureau tasked us with creating a campaign that stood out in the sea of same but also encouraged visitors to travel to Springfield. This campaign came about during the COVID-19 pandemic, so we not only had to craft a unique and enticing message, but also create a campaign that could adapt to the times. Some versions of this campaign were shot featuring individuals wearing masks to show that Springfield was still a safe place to visit.

So when every day looks the same, budgets are tight, people are uncertain of what the future of travel looks like and supporting local is more important than ever, we aimed to shift consumer mindsets from week-long vacations to a weekend getaway in their own backyard. From there, Give Yourself a Weekend was born. During the campaign run in June through August of that year, Springfield experienced its record highest occupancy in the CVB’s 40+ year history.