This past summer, the St. Louis Convention and Visitors Commission (CVC) came to Hoffman Lewis with an exciting task – develop a long-term brand position for metro St. Louis that will attract leisure travelers as well as grow the number of conventions and meetings held here.

Why is St. Louis unique? It’s centrally located, easy to get around and it boasts cultural and entertainment assets one might think can only be found in larger cities. From that insight came the line “All Within Reach”.

In the advertising, this core idea is delivered through the logo treatment “St. Lou Is…”, allowing the advertising to specify what St. Lou Is… in a variety of executions. Consumers have responded overwhelmingly, and hotel bookings have increased 58% due to the winter campaign.