Whatever you want in a vacation, there’s a Missouri for how you operate. The catch: Missouri isn’t the only Midwest state touting variety. Enter Mo—a genial, welcoming guide who can match any visitor with their perfect travel M-O. In just the first three years, the campaign generated 1.3 million incremental visits to the state and $1.5 billion in additional spending.

Collaborators
Lydia Mattler, Creative Director
Chris Smith, Associate Creative Director
Cheryl Rockwell, Producer
Patrick Vaughn, Editor
Cody Stokes, Director