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Routes: The Mother Road

The Oklahoma Tourism and Recreation Department challenged our team to reimagine Discover Oklahoma, modernizing its tone to engage a broader audience while honoring the show’s legacy. Our goal was to position Discover Oklahoma as a production hub for Oklahoma Tourism and launch its first original series, Routes, designed to bring the state’s stories to life in a cinematic, immersive way.

Episode 4, “The Mother Road,” celebrates Route 66, a road that has inspired many stories and where Oklahoma has more miles than any other state. We followed the byway from historic landmarks like the Coleman Theatre and Will Rogers Museum to legendary diners and vibrant local experiences, capturing the people, culture and spirit that continue to define the road today. We focused on honoring the nostalgia of this iconic route while making it relevant and inspiring for a new generation of travelers.

Tactics for the execution of this project included a teaser campaigns, logo design, website development, paid digital video, programmatic display, Performance Max campaigns, organic social content and branded merchandise.