Rooted in Destination’s Unparalleled Outdoor Access, Visit Seattle Unveils New “Mother Nature’s City” Campaign

Campaign launching June 18 touting Seattle’s outdoor offerings aligns with travelers’ growing interest in nature activities

SEATTLE – On June 18, destination marketing organization Visit Seattle launches Mother Nature’s City, a campaign that celebrates the Emerald City’s lush forests and sparkling shorelines at a time when 80% of all travel involves the traveler going into some form of nature. The campaign imagines why Seattle might be Mother Nature’s favorite city – with its tranquil lakes and iconic Puget Sound, forested urban trails, and sweeping mountain views. 

Mother Nature’s City launches just as travelers are seeking more time outdoors, and Seattle is uniquely positioned to meet the needs of those visitors. According to the World Economic Forum’s Travel and Tourism Development Index (TDDI) 2024, the pandemic saw a 20% increase in sustained digital demand for nature-based travel in comparison to 2019. Seattle boasts 6,000 acres of parks, over 200 miles of shoreline, and a 28% tree canopy cover, and ranks highly among the U.S.’s top outdoor-friendly cities. The city of Seattle offers a variety of experiences during all seasons – whether visitors are into glamping or just want to take a walk in the woods. 

“We recently conducted research with both of our target audiences, leisure travelers and meeting planners, and found that Seattle’s natural offerings were a key motivator to consider and book a trip here—this campaign really leans into that,” said Stephanie Byington, chief marketing officer and senior vice president for Visit Seattle. “Seattle is well-suited to meet travelers’ desires to be in nature, while still being in a thriving city.” 

The integrated campaign will include print, digital, outdoor, steaming video, and social, as well as unique Hulu/Disney ads where viewers can choose their own Seattle ASMR sound experience, like “Ferrying to Bainbridge,” “Sunset Bonfire at Golden Gardens,” and “Strolling Seward Park.”  

Advertisements are created for different segments of travel decision makers – from leisure travelers to meeting planners. A campaign for both consumer and business audiences is a new approach for Visit Seattle. For example, for meeting planners, content emphasizes how Seattle’s nature can spark inspiration for meeting attendees, with its newly added Summit convention center building designed with sustainability in mind, and proximity to outdoor adventures.  

Looking ahead, Mother Nature’s City will introduce a creative interpretation of the character “Mother Nature.” The production from Seattle-born director Jesse Harris will use both computer-generated imagery (CGI) by locally-owned Straightface, and actual footage of Seattle. This creative interpretation will appear in connected TV ads, as well as on billboards in eight target market cities later in 2025.  

Visit Seattle encourages visitors to protect Mother Nature by being responsible travelers. The campaign urges visitors to leave no trace when visiting natural areas, utilize the city’s compost system for food waste, and take advantage of the city’s vast and growing public transportation network when possible. 

The destination offers numerous ways to seamlessly integrate outdoor experiences into Seattle visitors’ stays. Late last year, the city unveiled the Overlook Walk, a pedestrian bridge connecting the famed Pike Place Market with the iconic Seattle Waterfront – an accessible feature that yields sweeping views of the Puget Sound and Olympic Mountains. Seattle hotels such as Hotel 1000, 1 Hotel, Thompson Seattle, and Edgewater Hotel offer excursions guests can book to immerse themselves in nature – like a day trip to Mount Rainier, or a Seattle sailing experience.  

The campaign was developed by Seattle creative agency Copacino Fujikado with PR support from locally based C+C. 

Book your Mother Nature-inspired vacation to Seattle today, or learn more about the campaign: https://visitseattle.org/mother-natures-city/  

Visuals can be downloaded HERE. 

About Visit Seattle: 

Visit Seattle has served as the official destination marketing organization (DMO) for Seattle and King County for more than 50 years. A 501(c)(6) organization, Visit Seattle enhances the economic prosperity of the region through global destination branding along with competitive programs and campaigns in leisure travel marketing, convention sales, and overseas tourism development. Visit visitseattle.org.