We dug deep into the New Hampshire mindset, conducting 50 in-depth stakeholder interviews around the state before we struck gold — er, granite. Unlike its Northeast neighbors, we discovered New Hampshire’s smaller geographical footprint allowed it to offer a variety of activities in close proximity — a visitor could hike a 25,000-foot peak in the morning and enjoy an Atlantic cruise in the evening. The state’s official motto — “Live Free or Die” — also proved to be a vital ingredient to a visitor’s experience.

Our “Live Free” campaign positioned New Hampshire as the best destination for freedom of choice. To get visitors excited to discover everything New Hampshire has to offer, we created activity-based campaigns that showcased the variety of attractions available — from mountain biking to surfing and brewery tours to ATVing.

We continued spreading the Live Free mantra through a fully integrated media and marketing campaign in New England, New York and Northeast Canada, resulting in significant YOY growth for the state. After five years, our campaign shows no signs of slowing down — with an advertising effectiveness and ROI study finding that the work has driven nearly 3 million trips to New Hampshire and influenced more than $2.6 billion in incremental spending.