Springfield Convention & Visitors Bureau

In collaboration with a hotel co-op including Oasis Hotel and Convention Center, DoubleTree, and University Plaza Hotel, the Springfield CVB needed a way to stand out in a sea of forgettable mailers and capture the attention of prospective meeting planners. I leaned into an immersive, nostalgia-driven approach to create something worth holding onto.

Inspired by Springfield’s roots as the birthplace of Route 66, I designed a two-part direct mail campaign. The first mailer invites recipients into a road trip–ready moment, pairing a guided audio cassette with a custom fold-out map spotlighting local landmarks and can’t-miss attractions. Bold illustration, playful typography, and hands-on interaction turn the piece into something you don’t just read, you explore.

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The follow-up mailer builds on that momentum with a radio show–style cassette, retro hotel keychains representing each co-op property, and a vintage-inspired postcard. Together, the pieces feel collected rather than sent, like souvenirs from a place you haven’t visited yet but suddenly want to.

The result is a campaign that doesn’t just tell Springfield’s story. It lets you experience it, leaving a lasting impression that sticks well beyond the mailbox.

Designed at Revel Advertising.