WHOLLY TOLEDO.

If I asked you to name 100 travel destinations, and then another 100, and then 100 more after that, would Toledo, Ohio make the list? It’s doubtful. But even against such reputational headwinds (the show A.P. Bio devotes itself to poking fun at Toledo) the city had an opportunity. Post COVID, people were taking shorter vacations, closer to home. If only Toledo could leverage this behavioral shift.

We knew we couldn’t position Toledo in an inauthentic way, so we leaned into the fact that the city is likely not top-of-mind when it comes to vacation destinations. We then showed why it should be, highlighting the coolest things to do, visit and eat.

The TV spot we created opened people’s eyes, so much so that DT was bombarded with requests asking what places were featured in the commercial. We created an accompanying social campaign to answer those questions.