We love having a relationship with the Maryland Office of Tourism — and have for more than 10 years. Early in our relationship we developed a print campaign that we still love to this day -the "Journal" Campaign. Our research at the time showed that travelers really wanted an "authentic" travel experience – not cookie cutter city and towns. We develop a "travel journal" that showcased the authentic places and towns of Maryland. The creative featured maps, photos and souvenirs that travelers might save from their trip. The creative as a hit! The print cost-per-lead dropped 19% from the year prior. In addition, we were able to convert 75% of the leads to visitors.