Valentine’s Day aside, we just LOVE three campaigns from Vienna Tourist Board, Travel Oregon, plus a partnership between Visit Pensacola and Florida’s Historic Coast in St. Augustine—and we think you will love them, too.

1) “Vienna is officially not dull.”

Did you know there’s a town in Scotland named Dull? Population: 84. Well, the Vienna Tourist Board turned their own reputation for being dull into a global campaign to test its own brand promise as a wonderful destination.

Vienna, Austria decided to hand the keys to their city to the people of Dull, leaning into the accusation that the Austrian capital is boring. So, they flew them in. Each Dull resident was given a tailor-made Vienna itinerary and let them decide, publicly, whether the city lived up to its reputation.

Vienna Tourist Board says, “We truly appreciate the shoutout. This campaign was all about celebrating Vienna’s cultural energy in the off-season – and letting the ‘experts from Dull’ deliver the verdict.”

2) “What if you didn’t have to choose between either, OR?”

Did you see the Travel Oregon ad? It premiered in the high-stakes spotlight immediately following the Super Bowl.

“The State of OR” is the latest creative, posing a sophisticated challenge to the traditional travel narrative. It asks a profound question: What if you didn’t have to choose between “either/or”? The “State of OR” suggests a place where you can explore the contrasts: be a hiker and a foodie, a night owl and a sunrise seeker, a city slicker and an outdoor adventurer—all in the same 24 hours.

Developed by the legendary Wieden + Kennedy agency, the campaign showcases Oregon as a sprawling tapestry of seven distinct regions. A :60 second film debuted in 22 priority markets and in the pregame Super Bowl in 4 priority markets. Overall, the 12-week campaign will reach potential travelers across national, local, and streaming TV, online video, and social media. This includes reaching sports fans when Oregon is top of mind watching Oregon teams across college basketball, MLS, NBA, and NWSL.

3) From the 1500s…With Love

“Pensacola, founded in 1559, and St. Augustine, founded in 1565, have been a part of our nation’s story long before the idea of America even existed.

As we look ahead to the nation’s 250th birthday, our destinations are coming together to honor the layered histories and stories that shaped what came next, while recognizing that these places held meaning long before they appeared in history books. 💙”

The campaign that unites Florida’s oldest cities showcases Indigenous, Spanish, French, and British history through road trips, heritage sites, and digital stories, connecting these early settlements’ diverse, enduring legacies.

Historic Connection: The campaign bridges Pensacola, founded in 1559 by Don Tristan de Luna, and St. Augustine, established in 1565 by Pedro Menéndez de Avilés.
Cultural Heritage: It highlights the diverse, often overlooked, stories of early Florida, including Indigenous, African, and maritime history.
Experience & Travel: The initiative offers curated itineraries, educational resources, and special programming for visitors to explore the roots of America’s oldest, continuously inhabited European-established settlements.