Challenge: State tourism advertising often relies on showcasing individual attractions, scenic views, and activities, making destinations compete for attention with increasingly similar travel messaging. How can New Hampshire break through the crowded tourism category and give travelers a more compelling reason to choose the state?

Insight: When people travel, they tend to pack their itineraries with everything they want to see and do, leaving little time to actually enjoy the trip. They often return home having completed only a fraction of everything they had planned.

Idea: New Hampshire’s small geography allows small commute times to main attractions, allowing travelers to actually complete their bucket list of many activities in a short amount of time.