Baltimore is too often defined by one-sided headlines and media stereotypes, leaving little room for its true identity as a thriving cultural hub to shine through. The challenge was clear: reshape the narrative to get travelers to see Baltimore as a city you have to experience to really appreciate.
We looked to shift Baltimore’s image by embracing a brand platform that leaned into authenticity, showcasing the city’s unique combination of grit and grace. Spotlighting the city’s unique arts, culinary, and historic assets, allowed us to reframe Baltimore as a place rich in authentic experiences that must be experienced firsthand. The result: a measurable transformation in sentiment — proof that a new narrative was taking hold.
Rather than glossing over perceptions with a polished tourism veneer, we embraced a more authentic look at Baltimore. The campaign keyed off an important truth: Baltimore is hard to describe, and outsiders need to suspend misperceptions and experience it firsthand. This approach created intrigue and played on traveler FOMO. Showcased across print, outdoor, and digital media, the campaign proved that Baltimore is a living story waiting to be experienced.
Where other destinations tend to lean into a typical polished tourism aesthetic, we embraced the rugged and the real. We took cues from both history and the present—old and new, polished and revitalizing—and wove them together to tell Baltimore’s ever-evolving story.
The campaign extended seamlessly to highlight key themes — from Baltimore’s culinary elevation to collaboration with events and boutique hotels — while maintaining a cohesive, recognizable brand.
