While there’s no shortage of Fayettevilles across the U.S. (14, to be exact), only one of them combines the natural splendor, artistic heritage, and hospitality of Fayetteville, Arkansas. Which is a good thing for us, since Outright works to boost its tourism as the Marketing Agency of Record for Experience Fayetteville. Leveraging our research and a strong existing brand identity, Outright’s campaigns team focused on touting the extent of what the city has to offer by visually pairing unexpected activities and interests—like gravel biking and fine dining.

Carefully curated shots, captured across two days and 14 locations, showcase that breadth while authentically conveying the richness of Fayetteville’s spirit. Stills and motion effortlessly fit together across strategically placed programmatic and display ads as well as through media coverage in publications including NYT and Southern Living—all encouraging new audiences to dig deeper and explore this amazing destination for themselves. The new campaign not only sparked an increase in travel to Fayetteville but also the number of average nights spent there, compared to the previous year.