Through our partnership with the Maryland Office of Tourism, TBC launched a consumer driven print, outdoor and interactive campaign portraying Maryland as an exhilarating coastal escape. Our brand research shows that consumers are interested in aquatic adventures, mouthwatering seafood and authentic cities and towns. Our “Wheel” campaign features fantastic photography that captures these interests. In addition, the wheel of words showcase a variety of Maryland experiences and reinforce Maryland’s attributes and motivating factors. Since the launch of the campaign, revenues from Maryland tourism tax codes have risen 5 percent, outperforming the overall state tax-collection growth of 4.3 percent.