Visit Seattle: Kissing in the rain

Visit Seattle launched the first-ever traveling rain booth in the US to change travelers' perspectives of the Emerald City and reach a national audience.

A Drop in the Bucket…

Seattle's tourism industry faced a challenging road for pandemic recovery.

Travel was down 37% compared to pre-pandemic (overnight visitation in 2019 vs 2021) and Seattle ranked lower for occupancy rates than peer cities.

The city also faced negative coverage around crime and safety.

Visit Seattle set out to change travelers' perspectives of the Emerald City.

The organization engaged its partner agencies to create a campaign that could reignite excitement back into Seattle travel.

To embrace full creativity, there were only three parameters:

  • Focus on something uniquely Seattle
  • Reach a national audience with positive, headline coverage...

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