Whatever you want in a vacation, there’s a Missouri for how you operate. The catch: MO isn’t the only state touting variety. Enter Mo — a genial, welcoming guide who can pair any visitor with their perfect travel M-O.
- American Advertising Awards
- HSMAI Adrian Awards
- Regional Emmy® Awards
- Telly Awards
To increase visitors to the state and make a bigger economic impact, Missouri needed to expand its reach to new audiences and get them to consider MO as a viable destination.
Testing showed travelers saw Missouri as an easygoing and affordable destination with a variety of things to see and do. But a review of the competitive landscape revealed other states were touting the same attributes. A montage of pretty scenery and smiling people wasn’t going to help MO stand out.
We created a character to embody Missouri and all it has to offer. Just as different people seek different experiences on vacations, there’s a different Mo for everyone’s M-O (modus operandi).