Nestled just north of Minnesota’s large, corporate-owned resorts, the family-run properties of the Whitefish Area Lodging Association were quietly offering something different—but they were being overlooked. Once part of the same tourism group as their larger neighbors, the Whitefish resort owners realized they weren’t getting the visibility or marketing support they needed. With fewer amenities and smaller budgets, they couldn’t compete on size. But what they could offer was something far more valuable: genuine connection, personal hospitality, and the nostalgic charm of Minnesota lake vacations from a simpler time.

Together with the resort owners, we built a brand rooted in emotion and memory. Led by the line, “The Minnesota You Remember,” the campaign tapped into the collective nostalgia of generations who grew up fishing off docks, jumping into lakes, and roasting marshmallows under the stars. This wasn’t about flashy pools or sprawling golf courses—it was about real summer.

Visually, the campaign borrowed from retro fishing magazines and classic Minnesota postcards, creating a distinctive look that felt both timeless and refreshing. We showcased scenes of barefoot kids catching sunnies, families gathering for bonfires, and resort owners greeting guests by name. Every detail reinforced the idea that this was a place where time slows down, nature takes center stage, and relationships matter.

The campaign launched across digital platforms and quickly outperformed industry benchmarks—consistently delivering stronger engagement, click-through rates, and time-on-site than comparable tourism efforts. Beyond the numbers, the participating resorts reported higher direct bookings and a renewed sense of pride in what made their properties special. More than just marketing, the campaign gave this community a voice—and positioned the Whitefish area as a lifestyle destination for families who want more than just a vacation. They want memories that last

Role: Creative Director, Photo Art Direction

Agency: Swim Creative
Copywriters: Andy Bennett, Stephanie Dunaiski
Graphic Designers: Tyler Johnson, Emily Aarsvold, Shawn Stigsell
Web Developer: Pete Sahlberg
Photographer: Paul Vincent