As one of America’s most underrated cities, VISIT Milwaukee needed to capture the attention of summer leisure travelers and raise awareness about what makes Milwaukee a summer destination not to be overlooked. In short, they needed a hype man.

Enter Bobby Portis of the Championship Milwaukee Bucks–the beloved hype man on the court and self-proclaimed “Underdog.” We leveraged the star power of the locally-based, nationally-known name to champion the city, its people, and all the things that make it unique.

The campaign generated nearly ½ million impressions, with an average of 5,300 ThruPlays per day. Viewers didn’t just click on the videos – they spent time with them including over 38,000 plays at 100%. The campaign also earned media coverage on local TV, newspaper and radio affiliates, sports websites and USA Today.