Tallahassee is a really cool destination. (And, an awesome place to live and work btw.) But, realistically, the client is competing with brands with more money, more to do, more awareness, more reach. More. But, when people do experience Tallahassee – they love it. And, perhaps the greatest fans are the people that live here. We developed a very strategic hashtag campaign to capture that love. #ihearttally has become an icon representation of the love and enthusiasm for everything that is amazing about this place.