Ask 100 people to point out Iowa on a map, and you'll probably get 98 misfires. So if nobody knows where the state even is, why would the key people we're trying to attract -- travelers and talent -- want to come here? And on top of that, the Iowa Economic Development Authority (IEDA) has a fraction of the scale and budget of the other 49 states.
That set us up with two distinct but similar communications challenges: Boost tourism numbers and replenish a shrinking workforce through relocation into Iowa.
Objectives
We were faced with two key challenges 1) create awareness amongst our target audiences 2) initiate consideration to relocate to Iowa.
Operating with significantly constrained resources compared to other similar states undertaking comparable tourism and talent recruitment challenges.
Approach – We took two distinct challenges and consolidated them into one strategic brief that resulted in a robust, multi-platform distribution plan to maximize impact and reach.
The Insight – In order to understand the problem, we conducted a deep analysis through primary and secondary research to clearly define our audience. We focused on three key subsets 1) young families 2) young professionals and 3) boomerangs – those that have lived and/or worked in Iowa. The team’s research* found that 64% of U.S. adults seriously considered moving to a new place after visiting.
People who visit a place fall in love with it. They come back, move to it and invest in it.
*(Source: FH/TGI/IEDA Talent Attraction Survey, 2025)
The Solve
Develop an integrated program to drive Iowa’s economic development program through the lens of talent and travel:
Step 1: Discover the Unseen Wonders (Travel)
Step 2: Explore Unknown Possibilities (Talent)
Travel Campaign – "Give It Time"
We know we've always been at the top of your list; it just took a minute to convince the family to vacation here. So, give us time. Time to show you that you've underestimated Iowa. Time to make this the passed-over spot you'll now return to every season.
The more time you spend in Iowa, the more you'll get back in return. Give it time.
Multi-Channel Plan
The traveler campaign featured executions over digital, organic social, content and earned and paid media to take travelers on a journey from consideration to action and advocacy by focusing on what matters most to them: emotional connection, unique experiences and financial value. To demand even stronger attention, the message found a unique combination of humor and confidence.
235+ creative assets across multiple formats.
Talent Attraction Campaign – "Give Your Life a Promotion"
The richness of life in Iowa can cultivate your growth, personally and professionally.
Give your life a promotion that goes far beyond career prospects.
Multi-Channel Plan
Give Your Life a Promotion campaign launched 300+ customized assets, including social, video, digital and community management tools.
Communications Impact
IEDA communications campaigns have driven sustained, significant impact for five years in a row, with the biggest jump in consideration this year!
Business Impact
$11M hotel revenue + $8.8M economic impact = $20M economic impact for Iowa
Travel
Talent Attraction
