Business goal: Increase tourism to Pennsylvania among Black Americans, despite their higher familiarity with competitive offerings (New York City, Atlanta, New Orleans, Las Vegas).

Solution: "Culture x Curiosity x Creativity". Position PA as a hub for cultural fusion, inviting both Black and non-Black tourists to have fun exploring surprising expressions of Black culture.

Results: "Top 10 Most Visited Page on VisitPA.com in all target markets," and winner of a silver TELLY AWARD in the Travel and Tourism category. Engagement increased dramatically, with a video completion rate of +56.73%.