MARYLAND TOURISM
How do you differentiate Maryland in a crowded Mid-Atlantic market?
Maryland is a state surrounded bigger budgets and even bigger brand personalities. West Virginia is known for its adventure. Philly is known for brotherhood. And Virginia is and always has been for lovers. So what should Maryland be known for? Being open. We’re open to all who travel here. Open to fun. And open to making the kind of memories that last a lifetime. Since the campaign’s inception we’ve quadrupled the ROI.
Our rollout spots featured two key stories based on our target markets and their interests. Our millennial friends group was focused on culinary adventures and city fun. The family was centered around a road trip across various water and beach experiences.
Immersive Preroll
In an effort to cut through the clutter, we’ve created preroll videos dedicated to showing a first-person perspective of activities in Maryland. With an extremely limited budget, we captured these single-shots on GoPros and iPhones. They exceeded all benchmarks.
COVID Pivot
As we began to come out of COVID, we saw an opportunity to push for road trips from drive-in markets. We created the Open for the Open Roads campaign to encourage friends and family to safely travel the state.
