Bringing a statewide brand campaign to life
TourismOhio set out to answer a difficult question: how do you brand an entire state that isn’t known for a single iconic destination? The answer became the “Ohio. Find It Here.” campaign. My role was to help expand and bring this campaign to life across a wide range of touchpoints, with a strong focus on photography and video.
ClientTourismOhio
ServicesArt Direction (Photography & Video)
Campaign Development
Concept Development
Photo Retouching & Final Asset Design
Integrated Campaign Execution
Insights
Research conducted by the Cult Marketing team explored perceptions of Ohio across six states. The findings showed that Ohio was considered normal, flat, and largely overlooked as a travel destination.
By digging deeper, a more meaningful insight emerged. Travel in Ohio fosters deep, emotional connections with family and friends. That sense of connection became the foundation for the campaign.
Strategy & Identity
The campaign centered around real, human moments. It highlighted shared experiences and authentic connections, supported by the tagline Ohio. Find It Here.
Building on this foundation, my focus was on translating the campaign into compelling visual storytelling. I played a key role in shaping the look and feel of the photography and video, from early concepting through final execution. This included developing shot compositions, guiding talent and location choices, and art directing on set to ensure each moment felt natural, emotional, and true to the brand.
Results
The campaign was executed across television, print, digital, and outdoor media throughout the state.
Over the following four years, Ohio’s tourism industry saw significant growth, with revenue increasing from $40 billion to $46 billion and annual visitors rising from 212 million to 222 million.
