The idea for Visit Bentonville's campaign was simple: why be there when you could be here? Based on the idea of FOMO ("fear of missing out") and the look of location markers, we created a set of illustrated pins that represent Bentonville's unique offerings and attractions. Each category (arts, aviation, biking, events, food + drink, and sports) has a distinct pin and color. And a pin to represent Bentonville as a whole. The illustration includes landmarks, symbols, and elements unique to Bentonville and the tourism category. We placed the pins in ads to invite viewers interested in one of the categories (or all 6) to try out Bentonville's take on that area instead.

Within the logo, Bentonville's unique city is further represented. The pin is a visual link from the logo to the ad campaign. And it shows the viewer where Bentonville is within the state of Arkansas. We capitalized AR in "aren't" to emphasize Arkansas (AR is the postal abbreviation). The handwritten text highlights the personal nature of the community as well as the city's many murals. The style connects Visit Bentonville's brand with the You Aren't Here campaign illustrations.