Fall Brings Couples Looking for Romance to Missouri, Study Suggests

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The Missouri Division of Tourism and their agency, H&L Partners, recently launched a fall microsite to entice couples to travel to the state during this time of year.

A screenshot of the Division's fall microsite.

Missouri is especially beautiful during fall, and with this microsite, we want to entice people to come and experience it for themselves, in their own unique way.

Fall is here and many will soon travel to destinations across the country, including Missouri, to catch a glimpse of Mother Nature’s colors at their finest. The Missouri Division of Tourism (the Division) is showcasing the state’s fall happenings, including festivals, outdoor adventures, lodging and eateries, on a beautifully designed fall microsite.

What’s different during the fall travel season is the type of traveler. Summer is for families, and autumn is for couples. In fact, the MRI 2015 Doublebase Study suggests that approximately 72 percent of Missouri’s fall travelers are couples looking for romantic weekend getaways.

With children back in school and the chance to cozy up with that someone special on the mind, it’s easy to see what draws couples to fall travel. In Missouri, travelers find a wide variety of activities and destinations – from such urban oases as Forest Park in St. Louis to wine-centered getaways including the Route du Vin wine trail near Ste. Genevieve.

“Missouri is especially beautiful during fall, and with this microsite, we want to entice people to come and experience it for themselves, in their own unique way,” says Mark Manion, SVP/Executive Creative Director, H&L Partners, the Division’s agency of record. "The fall microsite uses visually-appealing photography and user-generated video to highlight the many ways to enjoy fall in Missouri, while providing helpful tools to assist them with their trip planning.”

This microsite comes on the heels of the newly launched “It’s Your Show” campaign, which features user-generated content created by real groups of travelers throughout the state. The microsite houses videos created for the campaign in addition to stunning imagery to give users a well-rounded look at fall travel in the state.

“We’ve created a site where high design meets exceptional usability,” says Chris Kilcullen, Digital Director, H&L Partners. “Recognizing the state’s fantastic fall product, we developed and curated a site that, as you browse, makes you feel as if you are flipping through a magazine.”

One featured destination, The Elms Resort and Spa, is a quiet escape near bustling Kansas City. Couples can enjoy luxurious rooms and relaxing treatments after exploring the city’s surprising fall color hot spots, such as Loose Park, or experiencing fall traditions at Weston Red Barn Farm. Another destination showcased on the microsite is Stockton Lake in Stockton State Park. Couples can take a boat out and enjoy autumn’s beauty from the water, and cozy up for the evening at a campsite or in a rustic yet comfortable cabin.

Check out the fall microsite at http://www.VisitMO.com/fallforall. For more information, please contact Kara Gerstenecker at 314-454-3478, or kgerstenecker@handlpartners.com.


About H&L Partners
H&L Partners is a full-service agency that specializes in retail and tourism marketing. Founded in 1985 and based in San Francisco, H&L (formerly Hoffman Lewis) offers a range of marketing services that include strategic planning, advertising and design, digital strategy, media strategy, planning and buying, and public relations.

With offices in St. Louis, Boston and Richmond in addition to San Francisco, H&L clients include McDonald's (serving the San Francisco, St. Louis, New England and Richmond
Co-Ops), Toyota, the Missouri Division of Tourism, Palm Desert (CA), the St. Louis Convention & Visitors Commission, Purple Wine & Spirits, and more.

For more information about H&L Partners, please visit HandLPartners.com.

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Kara Gerstenecker
H&L Partners
+1 314-454-3478
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