Fun Awaits You in Kalamazoo™
Discover Kalamazoo
Overview
Who knew you could go to a place called Kalamazoo? Well, the people of the Midwest, that’s who.
After Discover Kalamazoo’s rebrand, they wanted an awareness campaign that would make people in their drive market stop and realize that their county has everything a getaway destination needs. Craft beer, legendary museums, maker spaces, outdoor rec— check, check, check.
The core idea was easy: Lean into their greatest asset: their name. It was our ticket to building brand equity with a campaign that’s as sticky as an earworm.
My role
I worked with KPS3 to conceptualize the campaign and write messaging samples that instantly clicked with the client. From there, I crafted rhymes and ad copy that was playful, memorable, and tuned to highlight Kalamazoo’s main pillars.
Unofficially, I’m the campaign’s rhyme-wrangler.
THE VIBES
An exciting field trip with Miss Frizzle to somewhere new — a place full of laid-back whimsy around every corner and you can be you.
THE INDUSTRY
Travel/tourism
THE SERVICES
Creative concepting
Campaign asset creation
At the heart of it
For Discover Kalamazoo, it was more than just clever lines. This campaign became something they loved so much that they’ve expanded it into other projects, making “Kalamazoo” not just a name you remember, but a destination you want to visit.
For me, this was a full-circle moment. As a kid, I read a bunch of Dr. Seuss. Later, I studied rhyme schemes from the hip hop artists on my iTunes playlists. This campaign let me bring those worlds together by writing copy that was fun, fresh, and impossible not to say out loud.
