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Unsettled Territory explored Seattle through the lens of Indigenous and immigrant resilience and resistance, immersing viewers in the significant cultural and historical events that have shaped the city, its people, and its spirit today
Seattle's stereotypes of rain, coffee, and the Space Needle limited its tourist appeal, overshadowing its rich culture and diversity. We aimed to reframe it from a 'weekend getaway' to a global destination with soul.
With "dark tourism" becoming a $30 billion market, travelers, especially our core target - Advenculturists - are keen to explore history. And in times of cultural unrest, travel can inspire understanding. We leaned into that truth, highlighting Seattle's cultural complexities and inviting others to discover the city's enriched identity for themselves.
"Unsettled Territory" honored Seattle's communities, exploring Indigenous and immigrant resilience. It immersed viewers in key events, from the Fight at Fort Lawton to Japanese American internment post-Pearl Harbor. Video shared important stories during AAPI and Native American History Months. Digital and social media engaged audiences, with Visit Seattle and The Atlantic amplifying the effort. Web content provided context, and Walking Maps helped visitors explore independently. With a 28% increase in Ad Recall, 12% lift in brand familiarity, 3.5M views, and 103K hours spent, we affirmed travelers' desire to understand history and explore it themselves.
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