The Dallas Cowboys, Six Flags Over Texas, and the largest eSports Arena in America? All in Arlington, Texas. But the Arlington pin on the map didn’t stand out as a destination. So, visitors stayed in Dallas or Fort Worth and daytripped in for the fun. We needed to relocate their visits and call Arlington a vacation home base.

Our insight: There’s no joy quite like having permission to play. We showcased Arlington’s magic through advertising that looked more like a Pixar short. This virtual highlight reel of magical experiences – from the known big attractions to the array of undiscovered restaurants, nightlife and family fun – placed the destination firmly on the map.

With the Space Shuttle grounded, Kennedy Space Center went from a launchpad to another Florida attraction overnight. We needed to make space travel as compelling as Disney World and Universal Studios.

Our insight: Nothing is more fascinating than space, but we most often experience it through content and pop culture. Here was a chance to pull the screens away and compel people to touch, feel, and experience space exploration firsthand.

Established hundreds of years before America, Florida’s Historic Coast still feels like a secret European hideaway. But travelers saw it as just another daytrip beach and golf location with quaint architecture. We needed to drive people to take longer stays, without giving them a history lesson.

Our insight: For US travelers longing to visit Europe but concerned about the cost and risks, St. Augustine offers the European holiday without the hassles.