Good ideas have a way of seeming really obvious after the fact. This feeling was recently shared by CJRW employees at the announcement of the company’s innovative new Explore Arkansas initiative. In essence, every CJRW employee can be reimbursed up to $500 a year for using their personal time to travel in Arkansas. We can spend it on food, events, kayak rentals—anything we want—as long as it’s in The Natural State.

Other than bringing joy and holiday cheer to its workers, there’s a good reason for this move. But first, a very quick backstory. CJRW has been the agency of record for the Arkansas Department of Parks & Tourism for more than 40 years. Conveying the beauty and appeal of Arkansas is something we literally do on a daily basis. So much so, in fact, that too few of us ever actually get out and experience the state as intended.

The new initiative enables the team to be directly involved in Arkansas tourism from the consumer side. And as much as it’s good for morale, it’s good for Arkansas. First, it makes the state a very attractive destination for employees because…well…it’s free. Second, it’s good for Arkansas because it encourages vacationers to spend their money close to home. And most important, it makes Arkansas tourism destinations more real to the teams who promote them.