The Ask

My team was tasked with boosting visits to Door County, Wisconsin by 15% this year in a speculative campaign. We chose to target the stressed-out suburbans: phone addicted, affulent families from the Chicago suburbs with constantly full family calendars. The parents act as chauffeurs for kids with hours of after school activities, and dinner time has devolved into four different people watching four different shows. More than anything else, they need a break.

Print Campaign

Farner’s Market Tour and Postcard

The Traveling Door County Farmers Market will tour the Chicagoland area. It will sell the local products that give Door County its flavor: freshly picked cherries, Renard’s cheese, and Door County Coffee and Tea. Once someone makes a purchase, they’ll be given a “business card” with more to explore.

Social Media Campaign

My social campaign puts consumers in Door County. These short, POV-style videos will give consumers a taste of what they could experience on their next trip. Here’s an example:

Other Contributors

The manifesto and print campaign were collaborative efforts with Ryan Kowalski and Armando Garcia.