yes, Columbus - luquire

yes, Columbus

While an often overlooked city, Columbus spent years racking up accolade after accolade — becoming a top destination in just about every category. We waved goodbye to Midwestern modesty and boasted why Columbus belongs with the world’s marquee cities. With each experience, we answer the question “Is that really Columbus?”

problem

Most of Columbus’ competitive destinations are defined by one thing. Yet while Columbus has many, it wasn’t known for any.

how we answered

We decided to lean into its top-ranked everything, promoting the city you’d least expect by relating it to the cities you’d expect the most.

results

With 6 billion earned media impressions, we didn’t just change perception, we changed behavior. We saw a lift in arrivals nearly doubling the national average, a 3.1% year-over-year increase in visitor spending and did it all while being outspent by our competition by as much as 20:1.

2X Arrival Lift
3.1% Visitor Spending