Hoffman/Lewis Campaign for Missouri Tourism Targets Families, Couples and Best Girlfriends

Business Wire, Feb 27, 2008

ST. LOUIS -- New advertising enticing travelers to visit Missouri is breaking this month in ten Midwestern states. The campaign, developed by the St. Louis office of Hoffman|Lewis for the Missouri Division of Tourism, targets residents in 32 markets surrounding the state who are most likely to be planning a driving vacation.

Utilizing the theme "Close to Home. Far from Ordinary[TM]," the campaign focuses on special moments and the emotional connections that happen when families, boomer couples and girlfriends share trips together.

"In doing our research, we kept hearing that vacations are about much more than the physical destination, but more about the connections made with friends and family that someone is traveling with," said Mark Manion, Creative Director at Hoffman|Lewis. "Instead of a traditional montage of travel advertising that looks and feels like so many other destinations, we kept it simple, focusing on the special moments and emotional connections."

Four television spots specifically target families, baby boomer couples, and young women looking for a destination for the increasingly popular "girls getaway." Print executions cover these primary targets, but also extend to important niche travelers such as Civil War buffs, cyclists and golfers.

Hoffman|Lewis is now in the process of working on the complete re-design of the state tourism web site www.visitmo.com that will launch this spring.

"With so many people planning their travel directly online, we're looking forward to making it easy for visitors to find getaways that will give them great memories to share with their families and friends," said Blaine Luetkemeyer, Missouri Division of Tourism Director.

About Hoffman|Lewis

Hoffman|Lewis is one of St. Louis' largest independent advertising agencies. The firm, which includes a San Francisco office, has combined billings in excess of $140 million. Clients include Toyota, McDonald's, Bank of the West, BevMo, VSP (Vision Service Plan), Windstream (formerly Alltel), St. Louis Convention and Visitors Commission and Ashley Furniture Home Stores. The company has three business units: Hoffman|Lewis Advertising, Link (interactive and direct) and Ola Creativa (Hispanic advertising and marketing). Over the past four years, the agency has doubled its revenues and tripled its billings.

Client   <
Missouri Division of Tourism
Agency   <
Hoffman/Lewis (St. Louis)
Markets  <
32 markets in 10 Midwestern states
Creative/Production Team     <

Creative Director            <
Mark Manion
Art Director                 <
Monica Giardina
Copywriter                   <
Mark Manion
Designer/Studio Artist       <
Steve Brumm/Ashley LaPoint
TV                           <

Director/Production Company  <
James Schwartz/Bus 9
Producer                     <
Michael Windler (agency)/Brad Beenders (Bus 9)