Case Study: City of Duluth drives record tourism growth with Lawrence & Schiller

City of Duluth drives 2 years of record tourism visitation with Lawrence & Schiller

The City of Duluth, a municipal government, worked with the vendor Lawrence & Schiller on a marketing and tourism campaign. The challenge was to move beyond traditional tourism advertising and personify the city to showcase the authentic and varied local experience available to visitors on the shores of Lake Superior.

Lawrence & Schiller developed the "Love It Like We Do" campaign, which was inspired by local perspectives and designed to help visitors form an emotional relationship with the city. The solution included photography captured through a local lens. This campaign drove two years of record tourism visitation for the City of Duluth, resulting in record high tourism tax revenue, growth in visitation across 21 of 23 neighborhoods, and a 5.8% increase in the average length of stay.

City of Duluth