OUR BIG IDEA
Bellweather created a new campaign promoting the Baltimore region, encouraging metro-area residents to visit their nearby cultural attractions and business.
First-person memories or recommendations take the stage in this campaign. The glowing stories come from an unlikely source: Yelp reviews.
Bellweather launched a new campaign promoting the Baltimore region, urging metro-area residents to explore local cultural attractions and businesses. Developed during the COVID pandemic, the campaign aimed to stimulate the local tourism economy during challenging times. Personal narratives and recommendations took center stage, sourced from Yelp reviews, providing authentic and relatable content. The campaign utilized swipeable itineraries to inspire action, with many images sourced directly from locals' Instagram feeds. Each of the six participating counties has bespoke logos and taglines under the 'Greater Baltimore' brand, featuring a blend of user-generated content from Instagram and owned visual assets.
Bellweather created a campaign to unify promotion throughout the Baltimore region. The campaign unites six counties under a single tourism campaign.
Swipeable social itineraries turn UGC inspiration into day-trip inspiration.
