Traverse City is one of the Midwest's top tourist destinations. It draws tourists from markets like Detroit, Chicago, etc. Looking to expand its reach and appeal, the client wanted a campaign that spoke to a more affluent tourist that would typically visit the East Coast and its more popular, upscale destinations. We developed a billboard and digital campaign that pointed out Traverse City's amenities, many of which are similar to those on the East Coast, but at a fraction of the cost and crowds.