Luquire Invites You to Experience Columbus

When thinking of top culinary destinations, vibrant nightlife, and world-class museums or zoos, cities like Paris, Barcelona, and New York often come to mind. What many Americans don't realise, is that an unlikely U.S. destination offers all of these experiences and more, Columbus, Ohio.

That sort of unlikely side-by-side comparison is at the heart of a new campaign for Experience Columbus, which launches this week and was created by the group’s new agency of record, Luquire. Entitled “Yes, Columbus,” the campaign utilises bold, attention-grabbing headlines that elevate Columbus by positioning it where it deserves to be, in good company with other great cities across the world.

10 15-second spots sit at the centre of the campaign showing how Columbus has a top 10-ranked public market in the world, the #1 science museum four years in a row and is a top beer city in the U.S. and a top ten culinary destination in the world.

The spots underscore that all of these experiences are set in one city: Columbus. For those who still may be dubious about the association of Columbus to these well-known cities (like Paris, New York, Nashville, San Diego), the prominent headlines are accompanied by a supporting city accolade that serves to offer credibility to the claim.

“Yes, Columbus” tackles a lack of perception of all Columbus has to offer head-on by serving as a bold and definitive answer to the question, “Really, you can find that in Columbus?” The campaign is live today, across radio, OOH, display, direct booking, CTV, social, SEM, and print.

“We were blown away by the sheer volume of major accolades Columbus has received. It’s across the board – a top 10 zoo, top 10 for immersive art, one of 2024’s best beer cities. What our research found was that people outside of Columbus just have no opinion of the city. They have no idea how amazing it is,” said Glen Hilzinger, partner and chief creative officer at Luquire. “You would expect Barcelona or Paris to be a top 10 culinary destination in the world. But Columbus, really? Yes, Columbus.”

“‘Yes, Columbus’ is a powerful campaign because it shines a light on all the world-class experiences that exist here in Columbus,” said Sarah Townes, chief marketing and innovation officer at Experience Columbus. “The campaign aims to surprise visitors by sharing the amazing and sometimes unexpected accolades Columbus has been quietly stacking up in recent years. Our city has always been centred on innovation and collaboration, and the new work from Luquire captures that spirit brilliantly. ‘Yes, Columbus’ serves as an invitation for future visitors to discover Columbus’ unique charm for themselves.”