After working with Destination Salem in late 2019 to develop the next year’s tourism campaign, we spent 2020 telling folks not to come here. For 2021, we needed a recovery marketing campaign that was inviting without referencing what we had all been through the year before.
“All Within Steps” allowed us to speak about the broad offerings of the city, while focusing on walkability and proximity. We brought in GPS iconography, using “steps” as our unit of measurement to give a sense of closeness. We used a broad array of photography to appeal different audiences — history buffs, occult pilgrims, pub crawlers, curious parents, foodies, retail seekers & more.
2021 ended up being a record year for tourism in Salem. Part of that is certainly pent-up demand, but we know that a lot of those people made their decision to come after feeling welcomed by the All Within Steps campaign.
Campaign
All Within Steps
Client
Destination Salem
My Role
Concept, Creative Direction, Copy
Partners
Fresh
