'Matisse Meets the Streets' headline visual. (Photo Credit: Visit Baltimore)
Baltimore is an overlooked city well worth your time and Charm City's destination marketing organization is hoping to remind travelers of that with its latest campaign.
Teaming up with creative agency SPARK, the city's newest promotional effort—You Won’t Get It ‘Til You Get Here—invites travelers to throw their preconceived notions to the wind and embrace the unexpected through a handful of 30-second video spots and bold digital and out-of-home placements.
Developed with the unique senses of local photographers, videographers and other artists, each of these videos showcases a lesser-known aspect of Baltimore.
For example, one spot celebrates the city’s creative spirit and culture of innovation while another highlights its playful, event-driven energy. Others pay homage to Baltimore’s legacy of progress, from civil rights to everyday stories of pride and perseverance.
'Way More Than Crab' headline visual. (Photo Credit: Visit Baltimore)
The campaign is running across paid digital video, social media and out-of-home media placements in regional drive markets and cities, according to SPARK and Visit Baltimore. "Assets are tailored to both leisure and meeting traveler audiences, to increase awareness, shift perception and inspire first-time visitation."
'Poetry in Monuments' headline visual. (Photo Credit: Visit Baltimore)
"This campaign speaks directly to the travelers who may be overlooking Baltimore or who haven’t yet seen the full picture," Visit Baltimore CMO Trish McClean said in a statement. "We wanted to show the culture, the creativity, and the real stories behind our people and neighborhoods. This campaign creates a sense of momentum and helps remind people that Baltimore is worth experiencing on their own terms."
"Baltimore has an energy that you can’t fully explain until you’ve experienced it," added Dulani Porter, EVP and Partner at SPARK.
"This campaign leans into that truth by highlighting the surprising pairings that define the city. Whether it’s street art next to high fashion, jazz murals alongside sports legends, elevated cuisine in unexpected places, or moments in history that shaped the civil rights movement, the creative is designed to provoke interest and start a conversation. Every headline is an invitation to discover something more about the city.”
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