Drive to Roanoke

The Roanoke Valley Convention & Visitors Bureau wanted to plow through the recession and attract visitors from nearby areas. Offering a close, affordable vacation destination to residents of Virginia, North Carolina and Washington, D.C. was the goal. So we created a campaign called "Drive to Roanoke", playing off of the familiar gas tank iconography. "Experience More Smiles Per Gallon" was the keynote headline, and followup ads included "Romance Per Gallon" and "Adventure Per Gallon". The ads appeared in newspapers throughout the targeted regions, which then let them to a website for more information. Agency: Inprint. My role: Art Direction, Design & Illustration.