A few years ago I got recruited to a great shop in St. Louis. In addition to McDonalds, I worked on the Missouri Division of Tourism account. Along with producing campaigns for their state parks and creating a website for crowd sourcing photography, I had the opportunity to develop their main consumer initiative. Eschewing the traditional rules of travel tourism advertising… show the place, show the place, show the place…  we took a very practical, almost retail approach. The gamble won us a Platinum Adrian Tourism Marketing Award. Pretty cool.