Most tourism campaigns are hokey and tired: scenic, panoramic shots, clips of families frolicking or lovers cuddling—all clichéd rhetoric that does little to distinguished from one state from the other 49. However, Philadelphia-based agency Red Tettemer swam against the sappy dribble of tourism marketing with its video campaign for PA:

The Weavers are a faux outfit of cyclists who have "weaved all over the country." Yet they choose to weave in Pennsylvania, for "PA has everything…more paths than anywhere."

Yes, the marketing offers usable, factual information about the state; and, yes, it provides compelling views of Pennsylvania’s scenery; and, yes, it’s damn funny in a subtle way, but what’s so impressive about it is that it creates a platform for continuing the story, for establishing new characters, plots and scenes all while pointing the audience back to the visitPA.com website. Back to Pennsylvania. Plus, it leaves the campaign open to additional viral and guerilla elements.

I think this summer Pennsylvania just got a little cooler. I am mentally distancing it from the Keystone State and re-evaluating it as "the place between your legs." I’m not quite sure what they mean by that, but it sounds pretty sexy. I need to go find out.