Welcome to Your New Office

What if you could sign off from work and enjoy breathtaking views, miles of mountain biking, local craft beer and incredible fishing within minutes? You can if you work remotely in Johnson City, TN.

During the COVID-19 pandemic, the Johnson City Convention and Visitors Bureau approached us with a challenge: attract remote workers to the region at a time when location was more flexible than ever. We responded with a campaign that reframed Johnson City as the ideal home base for work-life balance. Tapping into the city’s natural beauty and vibrant local culture, we highlighted what sets it apart—breathtaking mountain views, world-class mountain biking, diverse cuisine, local craft beer, and incredible fishing, all just minutes from downtown. The result was “Welcome to Your New Office,” a message that resonated with professionals looking to trade in long commutes for livable adventure. The campaign was so successful we had to take it down.