Hocking Hills Tourism
The Hocking Hills are located throughout the southern Ohio region. The Hocking Hills Tourism Council encourages visitors to the area.

Challenge
Reach hyper-targeted list of travel writers encouraging them to come to the Hocking Hills area and write about it.

Strategic Insight
Dimensional direct mail will stand out among numerous requests and competing priorities for stories. Additionally, giving the writers a gift they will use will remind them of the request.

Tactical Execution
We sourced handmade, one-of-a-kind carved walking sticks, and created individualized invitations for each selected writer. Invites were secured to sticks with leather and beads.

Results
Each of the 15 writers confirmed receipt of the waking stick, and many produced stories to attract visitors to the Hocking Hills Area.

Credits
Agency: Lord, Sullivan, and Yoder
Concept/Art Direction: Carolyn McMahon