NYSDMO, a coalition of 20 New York destination marketing organizations, needed a campaign to drive outdoor adventure tourism statewide, not just to major attractions. I developed the winning concept, My NY Vibe, a pick-your-path approach built around four traveler types: Thrill Seeker, Explorer, Family Fun, and Keep It Chill. Our team built out the full campaign and landing page, adjusting delivery to spread visibility across all 20 destinations. The campaign ran two years, drove strong results statewide, and is now garnering industry awards.