What are we trying to do?
Make New Hampshire the perfect weekend getaway for the surrounding city-dwellers
Phase 1
The Brief
Background
New Hampshire is home to vast wilderness and landscapes
Hiking, skiing, and camping are all popular activities for tourists
No sales tax or income tax
Encourages a slower way of life that is connected to nature
An hour and a half drive from Boston and 5 hour drive from New York City
Target
The introverted city dweller
Living in the city or suburbs can get overwhelming, especially for people who are more withdrawn or reserved. New Hampshire offers the burnt-out a chance to get away and reconnect with nature and themselves.
Phase 2
The Idea: Sometimes, we hate people, too.
The Problem
New Hampshire is often not the first place that people think of when they’re looking for a peaceful weekend getaway
The Solution
Make New Hampshire the go-to destination for city folk who want to tune out the noise and get away from the crowds by emphasizing serenity and silence.
Phase 3
The Execution
OOH Advertising
We’ll cover subway and bus windows with photos featuring New Hampshire’s landscape. The QR code in the corner will lead to a Spotify playlist of calming nature sounds that commuters can listen to.
TV Spot
Camera starts on a man in NYC, visibly stressed and trying to get home. There is a lot of traffic, and road rage from other drivers.
He gets home, and after unlocking the door to his city apartment, it opens into a rustic cabin.
Audio transitions to peaceful New Hampshire nature noises.
We see him instantly relax, and looks out the window onto a gorgeous new hampshire landscape .
End screen reads ”Sometimes, we hate people too”, “Get away in New Hampshire”
