Go Souther

Every winter, Pacific Northwest–ers dream of “heading south” to escape the cold, gray slog of the season. But in reality, most people don’t go very far. Americans drive 16% less in winter than in summer, proof that when winter hits, people tend to stay closer to home. Explore Seattle Southside saw an opportunity to flip the script on winter travel, positioning the destination as “way warmer, and still cooler” than expected. With slightly milder temperatures than downtown Seattle (up to 1° warmer on average!) and a vibrant mix of indoor attractions, colourful dining and easy microadventures, the campaign reframes a short trip south as the perfect antidote to the seasonal slump.