The Kentucky Tourism Council decided to promote some of the state's legendary motor coach tours. The strategy was to engage the elderly audience where they made their travel decisions.
So posters featuring the top tours were mailed to tour operators across the country. I figured the best way to ensure they would put them up, was to make the posters look irresistible!
Just months after the posters were sent, the Council announced a six-fold increase in summer tour sales compared to the previous year.