Make it
stand out.

Challenge: Experience Jackson, the visitors bureau for Jackson, Michigan, faced a unique issue—while weekday hotel bookings were strong due to its central location between two major cities, weekend tourism lagged behind. The goal was to boost weekend hotel stays by attracting more leisure travelers.

Solution: A full brand refresh was implemented, including a new website, updated marketing collateral, and targeted campaigns that positioned Jackson as a compelling tourist destination. Efforts focused on promoting the city’s golf courses, curated group tours, and its historical claim as home to Michigan’s first state prison—still open for public tours.

Result: The initiative successfully increased weekend tourism and hotel bookings, with a noticeable rise in group tour participation and visitor interest in local attractions.