Missouri Tourism

It’s Your Show

The Campaign

What happens when you give travelers a road trip and a camera?

After a successful two-year run, it was time to evolve Missouri’s Enjoy the Show campaign. And with so much to do and discover in the Show-Me State, we knew that we could capture new travelers by focusing on personalization.

The It’s Your Show campaign features real people on real Missouri vacations. We gave six groups a road trip and a camera before sending them off to capture the Show-Me State from the point of view of the visitor, increasing awareness of the state’s tourism potential by over 50%.

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