Our annual Springfield Visitor’s Guides served as the cornerstone for the convention and visitors bureau’s marketing efforts and set the aesthetic tone for that year’s advertising. Showcasing all the city has to offer, our yearly challenge was making the guide feel unique and new even though we were dealing with many of the same sites and creative assets year after year. We accomplished this through campaign theming, messaging, and design.

The guides served as fulfillment pieces and handouts at all major hotels and attractions in and around the city as well as kiosk placement state-wide, and helped to successfully market Springfield to an impressive 5.8% travel expenditure increase in 2013, and was cited as the highest increase for Illinois travel state-wide with increases 3 years in a row.