Northeast Tennessee has a lot to be explored, but not everyone knows what’s out there. Our creative team was asked to show the unique things NETN has to offer for those curious enough to go off the beaten path of typical vacation spots. The “Kind of Curious” campaign was the result, highlighting so many delightful contradictions waiting to be experienced. In addition to creative strategy and design direction for NETTA partners to follow, assets included a complete redesign of the visitor’s guide and magazine, as well as a social ad campaign to educate travelers and put Northeast Tennessee on the map as a must-visit destination