New Advertising Campaign from Missouri Division of Tourism

Jefferson City, Mo., – The Missouri Division of Tourism (MDT) has launched a new advertising campaign for summer travel, featuring the tagline “Don’t take less of a vacation, take a vacation for less in Missouri.” To bring this idea to life, the Missouri Division of Tourism in conjunction with their advertising agency of record, Hoffman Lewis, developed light-hearted, humorous situations of vacationers who are guilty of taking less of a vacation.

In recent years, MDT’s campaign strategy has been based on the emotional connection consumers seek when they travel. For the new campaign, MDT focused on research that showed consumers are making travel decisions based on value and affordability. 

“We are excited to take a completely different approach on this campaign than we have in the past,” said Katie Steele Danner, director of the Missouri Division of Tourism. “Our research has shown that people want to take vacations, but they look for an affordable destination. Our message to the audience is you don’t have to entertain the family at home, you can find an affordable vacation in Missouri.”

Television spots began airing in mid-May and print will appear in July issues of select regional publications. Interactive Web banners are running in MDT’s target markets.

In addition to the value message in the advertising, MDT will incorporate coupons, discounts and packages into other marketing efforts including social media outreach, and on beginning July 1.

To view the campaign, go to



Sarah Luebbert
Missouri Division of Tourism

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