In the summer of 2010, VISIT BALTIMORE partnered with the AMERICAN VISIONARY ARTS MUSEUM and a host of other attractions, restaurants, etc. to present the city of Baltimore as a place that elicited smiles. So we created a playful campaign to highlight the quirky attractions and experiences all around Baltimore. Our message to consumers was, no matter who you are, or what you love, you'll "Find Your Happy Place in Baltimore."
The campaign was launched with a huge PR event: the world’s largest smiley face which set a new world record. The event earned local and national press from The Baltimore Sun, USA Today, Forbes, ABC News and more.
TV, radio and digital boards highlighted people on their quest to find their happy place and finally succeeding in Baltimore.
TV
RADIO
OUT OF HOME
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Signs all around the city either directed visitors to specific happy places or welcomed them when they got there. While walking in Baltimore, people came across fun zones, like sidewalk decals of hopscotch and “Skipping Only” zones.
PROMOTIONS
Many attractions also ran “random acts of happiness,” handed out gifts, prizes, discounts and promotions to do their part in helping visitors find their happy place.
Baltimore was the happy place where anyone could find an attraction, place or moment that made them smile.