Visit Springfield Campaign
Visit Springfield (formerly the Springfield Convention and Visitors Bureau) serves as the destination marketing organization dedicated to showcasing what makes our region unique and promoting Springfield as a premier travel destination. Their efforts highlight the city’s attractions, facilities, and experiences that define the Springfield area.
For years, Visit Springfield has been a trusted resource connecting visitors and locals with the many hidden gems of our community. By driving economic growth through tourism, they foster a sense of pride and excitement for all that Springfield has to offer.
WHAT WE DID:
- Ad Campaign Development
- Marketing Collateral Design
- Art Direction
- Creative Direction
After the success of two previous campaigns dating back to 2020, Visit Springfield returned to us for a reimagined marketing effort to reflect their new brand identity. The goal was to break the mold of traditional destination marketing with a concept that felt authentic, diverse, and personal.
We knew we wanted to showcase hidden gems and how to craft the perfect day in our city, so that’s what led us to the “Make it Springfield” campaign. We used this framework to highlight the spontaneity and accessibility of Springfield’s offerings. Here, you can “Make your day” with individual choices or “Make it Springfield” by choosing the city itself as a destination. Whether it’s exploring local culture or venturing into nature, Springfield makes it easy to curate your own perfect day.
To bring this to life, we focused on three distinct demographic types:
- Families
- Younger couples
- Empty nesters
Each persona was shown experiencing a different kind of day discovering Springfield’s lesser-known treasures, from a Chinese restaurant to shops and scenic parks, alongside the city’s more iconic attractions. The campaign emphasized that no matter who you are, there’s a version of Springfield just for you.
We developed two tiers of video content:
- 15 second spots centered entirely on hidden gems
- 30 second spots incorporating larger, more recognizable Springfield assets
The result was a campaign storytelling framework rooted in local charm and individual choice.
We partnered with local video experts Locke and Stache to capture the campaign. We also partnered with longtime Revel partner Sarah Jenkins, who brought clarity to the campaign’s copywriting.
In addition to video, we built out a full suite of assets for a wide-reaching rollout:
- Print advertisements
- Billboards
- Car wraps
- Airport signage
- Digital display ads
We also collaborated with Starboard & Port to capture new photography, with some of the print executions using a “tryptic” design motif—three photos per piece—to mirror the campaign’s emphasis on diversity and personalization.
OTHER WORK
CONTACT
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