problem

Most of Columbus’ competitive destinations are defined by one thing. Yet while Columbus has many, it wasn’t known for any.

how we answered

We decided to lean into its top-ranked everything, promoting the city you’d least expect by relating it to the cities you’d expect the most.

results

With 6 billion earned media impressions, we didn’t just change perception, we changed behavior. We saw a lift in arrivals nearly doubling the national average, a 3.1% year-over-year increase in visitor spending and did it all while being outspent by our competition by as much as 20:1.