The “Show Me” State is turning the camera around in a recently launched ad campaign in which visitors capture their own footage to document and “show” their journeys to Missouri.
Created by H&L Partners for the Missouri Division of Tourism, the integrated execution includes TV, print, radio and out-of-home components that direct audiences to a video-rich microsite.
In “It’s Your Show,” real tourists tell the story. The new campaign features six real family and friend groups from nearby cities experiencing various destinations on road trips throughout the state. H&L equipped travelers with GoPros and iPhones, and stood back and let them capture their own footage to document and “show” their journeys.