SPRINGFIELD, MO - Visit Springfield has been recognized with the Marketing Campaign Award at the 2025 Missouri Governor’s Conference on Tourism, held Oct. 7–9 at Lake of the Ozarks. The honor celebrates outstanding integrated marketing campaigns that generate measurable tourism and economic benefits for their regions.
Visit Springfield earned the award for its imaginative “Wish You Were Here” campaign, a creative throwback promotion that tapped into the nostalgia of Route 66 to inspire meeting planners to choose Springfield for their next convention.
Melissa Martelli, Sales Manager at Visit Springfield, with Stephen Foutes, Missouri Division of Tourism Director, upon accepting the award.
Developed in partnership with Revel Advertising and local manufacturer National Audio Company, the campaign targeted 300 top convention clients with a custom-branded cassette tape and player featuring Springfield attractions, performances by local musicians, and a retro map of the city. A follow-up box, titled “Still Wish You Were Here,” was sent eight months later with a second tape and vintage keychains from partner hotels.
The campaign produced impressive results, generating 59 leads, 25 confirmed bookings, and more than 12,000 room nights, with an estimated total economic impact of $12.7 million. The initiative was part of Visit Springfield’s Convention Co-op, which also included partnerships with the University Plaza Hotel & Convention Center, Oasis Hotel & Convention Center, and DoubleTree by Hilton & Glendalough Conference Center.
“We all know how hard it is to get meeting planners to actually open up direct mail pieces, but this one did the trick!” said Melissa Martelli, Sales Manager at Visit Springfield, as she accepted the award. “It was quirky, unique, and nostalgic—so nostalgic, in fact, that we actually had to teach some of our younger staff how to use a cassette player!"
The Visit Springfield team at the Missouri Governor's Conference: Mark Hecquet, President & CEO; Melissa Martelli, Sales Manager; Andrea Copeland, V.P. of Marketing; and Alyssa Eggleston, Communications Manager
“This award is an incredible accomplishment for the Visit Springfield team,” said Andrea Copeland, Vice President of Marketing at Visit Springfield. “They created something that not only stood out to convention planners but also captured Springfield’s personality—its creativity, collaboration, and nostalgic Route 66 charm. We’re grateful to our local partners who helped bring this idea to life and are proud to see Springfield’s innovative spirit being recognized by the state."
About Visit Springfield, Missouri
Visit Springfield, Missouri is the official destination marketing organization for Greene, Christian and Polk counties in southwest Missouri. Dedicated to boosting the local economy, the organization drives tourism and group business—bringing in leisure travelers, conventions, meetings and sporting events—through innovative marketing initiatives. Visit springfieldmo.org to learn more.
