As a part of the VisitMo 2024 PR plan, OBP’s PR + Experiential + Creative departments worked together to create a one-of-a-kind experience that brought Missouri to New York. Under the creative direction of Jon Hansen and production leadership from John Roth and Lisa Lawless, I was primarily responsible for creating the Subject Matter Expert experiences, which were sections of the larger dome that had three-dimensional and interactive components. Each area utilized custom-fabricated pieces, large-scale prints, takeaway swag items for guests, photo opportunities and conversation starters. I was also instrumental in the final footprint and floorpan of the dome in partnership with John Roth, and helped to create the plan drawings for the venue and outside vendors to use as they coordinated their needs with ours.
This project won gold + judge’s pick at the St. Lois AAF Awards as well as gold in the regional AAF Awards.
OBJECTIVE: With travel returning to pre-pandemic levels, Missouri Division of Tourism saw an opportunity to reinvigorate media relations.
CHALLENGE: Missouri has so much to offer, but most of the country sees Missouri as a flyover state and not a destination.
APPROACH: We invited key New York-based journalists to the Show-Me-Verse - a fully immersive Missouri experience in one of New York City's busiest hubs: Grand Central Station.
RESULTS: Results exceeded expectations, with 40 journalists from 20 prominent media outlets, including AFAR, Forbes, Frommer's, NPR, and Rolling Stone attending the Show-Me-Verse.
Creative direction: Jon Hansen // Event production: John Roth, Lisa Lawless // PR: Nicole Schulenburg // Account: Margaret Faintich, Tori Cox // Strategy: Alex Menz // Copywriting: Bob Wells Photography: Aaron Furman (MDT) Project management: Tori Cox
