Insight

People travel to experience something they can’t at home, and very few live in pleasingly off-kilter cities. Memphis’ “essential otherness” is the charm people are seeking. It doesn’t have to compete with other cities in typical travel checklist marketing. It’s not typical, and other places are likely to outshine it in many areas. But no one can out-Memphis it. And what makes it different is why people love coming here.

Idea

There are vacations, and then there’s Memphis. Whether traveling with family or friends—for food, for art, for music—a trip here is something that truly must be felt to be understood.

This campaign conveyed the pure emotional essence of what it’s like to visit Memphis. It’s uniquely ownable, branding not the city itself, but the experience of the city in a way only Memphis could. This ain’t no vacation…it’s a soul trip.