Reimagining the road less traveled with Only In Your State

Challenge

Though Only In Your State (OIYS) consistently ranked in the top 10 of comScore Travel & Information sites, the brand struggled to attract advertisers due to an outdated look and feel and unclear brand positioning. To get OIYS to punch at its weight and beyond, the brand needed to find its competitive edge and be reintroduced to the market.

Approach

I led the go-to-market brand strategy for the reimagined OIYS brand by conducting deep competitive, cultural, and internal stakeholder research to carve out the brand’s new edge: a distinctive, discovery-driven travel brand that celebrates the nooks and crannies of the nation. This positioning gave way to the brand’s new tagline, “Where the detour is the destination,” and aligned with a refreshed visual identity and new AI-powered trip-planning and discovery tools.

Impact

+$1M

In new advertiser revenue tied to the brand relaunch and new product offerings.

Walmart & Ford

Secured as launch sponsor for the new website, Explorer map, and Dashboard trip generator tool.

Webby Award Win

AI-powered trip generator tool, Dashboard, was honored with a Webby for the best use of in AI in tourism & leisure.

Refreshed Logo

Time's Square Billboard During Relaunch Week

Webby-Award Winning AI-Powered Trip Generator