1. Yasmeen Lipprand

2. Background Known for “The Wizard of Oz”
Not seen as a destination for vacation
Usually just seen as plains
Center State of the U.S.

3. Background Very Historic State
Birth place of Langston Hughes, Amelia Earhart, etc.
Lewis and Clark Expedition, Route 66

4. Competition All States
Particularly Kansas’s Border States; Colorado, Missouri, Nebraska, and Oklahoma

5. Goal
To increase awareness of Kansas as a destination to travel

6. Strategy
To emphasize Kansas as a destination full of surprises.

7. Target Audience
Mostly Mid 30s Men and Women, who have families and enjoy traveling and exploring new places.
Single Men and Women who enjoy traveling and exploring outdoor adventures

8. Campaign Tactics Emphasize closeness other states
Emphasize the exciting parts of Kansas unknown to consumers
Emphasize history of Kansas

9. Campaign Line
Unknown Wonders

10. Placement Magazines
Redbook
Entertainment Magazine
Travel + Leisure

11. Redbook
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12. Redbook Headline: Your children’s new favorite destination.
Copy: In Kansas, we’re more than just prairies and flat lands. We have the tallest water slide in the world, Verrückt. With a 17 story drop starting at 168 feet even taller than the Niagara Falls. Come check out all of the many exciting adventures that Kansas has to offer. Visit to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state.
Campaign Line: Unknown Wonders

13. Entertainment Magazine
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14. Entertainment Magazine
Headline: I don’t think I’m in Kansas anymore
Dorothy does not even recognize Kansas anymore. Since the movie, The Oz Museum in Wamego, KS has been her new home. When you visit Kansas, you get all the fun of Oz and the rest of the state as well. Come see how fun Kansas can be. Visit to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state.
Campaign Line: Unknown Wonders

15. Travel + Leisure
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16. Travel + Leisure Headline: Travel Back in Time
In Kansas, we are more than just your average state. Kansas is known for the birthplaces of many greats including Amelia Earhart in Abilene, KS. We are also known for the Flint Hills. Come see these and more at center of the United States and see what we have to offer. Visit to to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state.
Campaign Line: Unknown Wonders

17. Radio Ad Audio: Kids yelling whoo! Little Kid: Aww mom Where are we?
Mom: We are in Kansas! Little Kid: Kansas?! Where is that
Mom: It is in the center of the state
Little Kid: Is there anything fun to do in Kansas?
Mom: Of Course, Son!
Announcer: In Kansas, we love to have fun. Come see all that Kansas has to offer. Visit to learn more.

18. Radio Ad
Announcer: : In Kansas, we’re more than just prairies and flat lands. We have the tallest water slide in the world, Verrückt. With a 17 story drop starting at 168 feet even taller than the Niagara Falls. Come check out one of the many exciting adventures that Kansas has to offer. Visit to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state.

19. TV Ad Visual Audio Open up on Schlitterbahn on kids having fun.
Open up the Topeka Capitol Building
Open up on Wichita
Open up on Flint Hills
Open up on Clinton Lake
Open up on Sternberg Museum
Open up on Abliene,KS
Announcer: Here in Kansas, we are more than just flat lands. We have some of the most astounding landscapes waiting to be found. Not only, can you enjoy fishing in our rivers but bring the whole family to explore our historic sites, restaurants and lodges. We are just around the corner from home. Visit to get your Kansas Adventure Guide Book with over 5,000 dollars worth of coupons.

20. Promotion
Kansas Adventure Guide Book which is a book that offers $5,000 worth of coupons. The people who visit the website and fill out their information can get a coupon book to use throughout Kansas at different lodges & hotels, restaurants, zoos, historical sites and more.

21. Kansas Adventure Guide Book