Missouri Division of Tourism shares behind-the-scenes peek of multichannel campaign

The team put together a “making of” documentary video to share the impetus behind the character “Mo” to drive tourism in the state.

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MO tourism campaign

The middle school math maxim of “show your work” should also apply to communication pros.

That’s exactly what the team behind a new campaign for the Missouri Division of Tourism is doing with a video showing how they created a multichannel campaign featuring a character named “Mo.”

The campaign, “That’s my M-O,” hopes to shine a spotlight on the state of Missouri’s many tourism treasures.

“The initial catalyst for the campaign was this idea that everyone is looking for something different in a vacation,” explains Ben Bohling, executive creative director with OBP, the St. Louis-based agency behind the campaign.

“With a variety of destinations and attractions available in Missouri, we set out to help travelers discover their vacation modus operandi or M-O. As the idea evolved, we found ourselves referring to Missouri as MO so often, we wondered, ‘What if Missouri was a person?’ From there, Mo was born, and the campaign took off.”

The campaign, which is MDOT’s largest creative venture in nearly six years, is integrating TV, social media, digital, radio and outdoor channels.

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