Top of Page

100 Years, 6 Parks, 1 State: The Show Me National Parks Passport Challenge Commemorates the NPS Centennial in Missouri

November 1, 2016
Posted by Jenna Green

Missouri Passport Challenge Logo

In so many ways, the Gateway Arch serves as a symbolic welcome to the St. Louis region, the Gateway to the West. Dovetail has been honored to help build this incredible brand over the past 20 years with award-winning brand strategy and creative execution. The Gateway Arch is re-emerging as an iconic brand experience, as the memorial just celebrated the 50th anniversary of its completion and the 100th anniversary of the founding of the National Park Service (NPS).

The Gateway Arch and Dovetail continue our successful partnership as the NPS and its partners invest $380 million to transform the campus of the Jefferson National Expansion Memorial. From biking and walking trails, outdoor concert venues, art installations and a reconstructed museum dedicated to telling the story of America’s exploration of the west, the vast improvements will enhance this international icon that hosts more than three million visitors each year.

The 100th anniversary of the founding of the National Park Service on August 25, 1916 heightened national awareness of all parks and the NPS continues to advance its centennial mission to make national parks relevant to all Americans. This initiative includes an increased focus on underserved audiences, an authentic effort to reach millennials and continued engagement with youth. With over 400 parks units throughout the United States and its territories, and hundreds of millions of dollars needed for capital projects, the NPS has a duty to find ways to sustain its founding principles through new avenues and opportunities.






Working with our partners at Bi-State and the NPS, Dovetail took to heart the NPS agenda, developing and executing an integrated program to promote awareness, visitation and affinity for Missouri’s six national parks. In August 2016, we launched this program – The Missouri National Parks Passport Challenge. The program centers on a free passport, which can be picked up at any of the six parks, and then encourages participants to visit more parks to collect stamps and earn prizes. Additionally, the passports encourage engagement both IRL and online, through a campaign hashtag, activity to-do lists and more. The passport program is supported through advertising, social media, PR, on-site signage and POS, emails and a robust website, featuring activities, coloring pages, videos and audio stories. Partnerships throughout the state, notably with entities such as the Saint Louis Football Club, allowed us to use our resources wisely to reach key audiences, such as seniors, millennials and youth, in addition to a paid statewide media campaign. The program will extend through the end of 2017, but has already been a catalyst for greater partnerships for the Gateway Arch in St. Louis, throughout the region and beyond.

The excitement in St. Louis continues to build as the iconic brand of the region will soon reestablish its position as one of the great destinations in the world.

Categories → Branding, Travel & Tourism
  • Categories
  • Authors