SPRINGFIELD CONVENTION & VISITORS BUREAU
Give Yourself a Weekend
The “Give Yourself a Weekend” video campaign for the Springfield Convention and Visitors Bureau (SCVB) aims to inspire people to rethink what it means to “getaway” by shifting their mindset from weeklong vacations on the coast to a weekend jaunt closer to home. This strategy was grounded in a deep understanding of consumer behavior, sentiment, and desires at that time; these insights helped us to create content that better resonated with the targeted audience. To ensure SCVB received the most value from this shoot, we filmed scenes depicting talent with and without medical masks so that the content could be utilized post-pandemic as well.