For Michigan, summer means a barrage of visitors hitting the state during its peak tourism season. To help the Lume Cannabis Co. take advantage of this uptick in potential customers (who may not be able to legally sample their wares back home) we designed a series of out-of-home ads that remind tourists that summer hazes don’t have to be a bummer—they can be part of the fun, instead.
Lume Cannabis Company
To begin the campaign, we would place advertisements outside of airports, to catch people’s attention right before they drive off to their destination.
We would also place posters up in popular shopping malls and rest stops, speaking to people who are driving through the state while on their vacation.
Flyers would be put up in popular summer sites such as Saugatuck and Grand Haven, where people are already shopping at local businesses.
Finally, ads would be put up online to catch the eye of people considering visiting Michigan, or current customers who need one last push to click ‘buy now.’
Copywriter - Emma Harden
Ad Agency - Young and Laramore