The Ask

For my Creative Concepts class, my team was tasked with boosting visits to Door County, Wisconsin by 15% this year in a speculative campaign. We chose to target the families of busy beavers. These are phone addicted, affulent families from the Chicago suburbs with constantly full family calendars. More than anything else, they need a break.

Print Campaign

Manifesto

If you’re going by the book, you’re objectively successful. You have a great house, work a job you like, and always get your kid to soccer practice by 5. You love spending time with your kids, but also think that life’s getting a little sterile. Your calendar is full, but your memory is a blur.

The best parts of your days come from smelling the freshly cut grass. It comes from throwing the football in the summer breeze. It comes from wiping the milk mustache off your kid’s face. And while the bonfires aren’t quite camping, there’s just something about the smell of burning wood and bug spray that scratches your brain.

That’s Door County. 

It’s the weekend spot where you can actually go out. Not just outside, but to the great outdoors. It’s the spot where you can teach your daughter how to skip rocks, or watch your son reel in his first fish. Maybe you’ll take that one picture that mom’s been looking for on a hike, or maybe your youngest will say something that you can laugh at for decades. You’ll walk away with the stories that make your hard work worth it. 

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 between myself, Ryan Kowalski, and Armando Garcia.