It's Different Here
The Big Idea
Hot Springs isn’t a typical city — it’s crammed with stuff to see and do and filled with colorful people, historic places and curiosities. We wanted to embrace those cool and quirky distinctions.
Armed with our deep knowledge of Hot Springs, we conceptualized, planned and executed a campaign that embodies the true character of Hot Springs. Pumping up unique points of view for photography and videography with dry humor and memorable music, the campaign has a fun, irreverent and approachable feel.
We branded every piece of the campaign’s commercial and digital content with the tagline “It’s Different Here. Come See Why.” The tagline was a perfect hook to spotlight the unique qualities of the destination while enticing visitors to come experience the city first-hand.
The tone of the campaign:
Subtle, disarming humor
Casual and welcoming
The design of the entire campaign reflects the bold personality of the campaign theme and injects a dash of mystery into the invitation to visit.