Find Something More Illinois Office of Tourism



Every state likes to show off their cool attractions, the must-see, top-ten activities from the travel guide. But what if the journey wasn’t just about the things you see, but the emotions you feel?

This campaign for the Illinois Office of Tourism charted new territory for travel brands, as it transformed the role of an historically nondescript state into an emotional lynchpin for everyone on a journey to find something more. 

Instead of enticing visits by focusing on where to travel, our stories inspired travelers with a deeper insight of why we travel.


other award icon

U.S. Travel Association, 2016 Mercury Award

Best Branding and Integrated Marketing Campaign

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