the challenge
Launch Mat-Su CVB’s new destination brand through its most important publication,
making the guide both more useful to travelers and more valuable to member advertisers.
- work
Mat-Su Convention & Visitor’s Bureau
what we did
REINVENTION: A FRESH BRAND; A NEW TRAVELER’S-FRIENDLY VACATION PLANNER
industry
travel and tourism
tactics
2026 visitors guide
modes activated
trip dreaming
Itinerary building
we were curious
What if we put travelers in charge, organizing the guide around how they plan and choose experiences?
genuine human understanding
Travelers don’t read visitor guides front to back. They scan, browse, and respond to visuals, clear organization, and ideas that help them imagine a trip quickly.
the wild idea
Alaska on Your Terms. Build the guide on this promise, using Spawn’s deep knowledge of how traveler’s research dream about and ultimately choose a destination as an organizing principle.
the result
A complete Mat-Su Visitor Guide reinvention:
visually driven, easier to navigate, fully brand-aligned and more compelling for both travelers and member businesses. Happy client.
Campaign led to a record-breaking tourism season for the state