pos·si·bil·i·ty n.   One that is capable of being chosen or of being made real.
A woman paints a picture of the St. Louis Arch with the Arch visible in the background.
August 25, 2023

Visit Missouri Names Osborn Barr Paramore Agency of Record for Consecutive Term

Partnership since 2019 helped deliver $884 million in incremental visitor spending in 2022.

On behalf of Visit Missouri, the Missouri Office of Administration reappointed Osborn Barr Paramore as Agency of Record for its fiscal year that began July 1. The selection reflects the strong collaboration between Visit Missouri and OBP since 2019 to strategically navigate travel marketing during the pandemic and deliver economic results through the “What’s Your M-O?” campaign created by Visit Missouri and OBP.

With more than 30 awards across the marketing and tourism industries, the campaign helped generate $884 million in incremental visitor spending in 2022, according to Strategic Marketing and Research Incorporated (SMARI). The campaign features “Mo,” a genial tour guide that embodies Missouri and all the state has to offer. Just as different people seek different experiences on vacations, there’s a different Mo for everyone’s M-O (modus operandi). The campaign has generated more than 2.5 billion impressions and 141 million social engagements through Facebook, Twitter and Instagram, and 6.5 million website visits to VisitMo.com.*

“The partnership with OBP has enabled us to think bigger and push the boundaries of marketing the state of Missouri in new and memorable ways to grow Missouri’s tourism industry,” said Stephen Foutes, director of the Missouri Division of Tourism. “We’re excited about the future ahead with OBP to keep building on the state’s reputation as friendly and affordable with something for everyone.”

“Tourism is a significant contributor to our state’s economy,” said Missouri Lt. Gov. Mike Kehoe, who serves as vice chairman of the Missouri Tourism Commission. “The partnerships and collaborative efforts between the Missouri Division of Tourism, local communities, and DMOs and CVBs across the state play a key role in Missouri’s $18 billion tourism industry.”

Visit Missouri’s collaboration with OBP includes full-stream marketing communications with strategic planning, creative advertising development, media planning and buying, public relations, sponsorships, experiential event marketing, and social and website content creation and management.

“We are thrilled to continue our partnership with Visit Missouri,” said Rhonda Ries, president of OBP. “Together, we persevered through the pandemic and helped tourism rebound in Missouri. We look forward to building on the foundation we’ve established to strengthen Missouri’s position as a top tourism destination.”

Visit Missouri has the option to reappoint OBP for up to three years after FY24.

*Metrics reflect campaign activity March 15, 2021 through June 30, 2023.

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