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Drive business growth with rural America marketing insights

Are you ready for actionable marketing insight you can apply to help you reach, connect and convert rural American consumers? Hop in the front seat as you’ll be riding shotgun with Cliff Callis, your OUTdrive host, as he takes you down the road to success.

Jul 26, 2022

Here in Missouri, there’s a MO adventure for every “M-O,” outdoorsmen, art enthusiasts, history buffs, foodies, sports fanatics, and everyone in between. The Division of Tourism’s “Find Your M-O” campaign is part of the state’s marketing effort to attract visitors to Missouri. And those efforts are pretty important, considering they produce a 13.5 billion-dollar impact. As the Director of Tourism and a lifelong Missourian, Stephen Foutes quite literally lives, works, and plays in the Show-Me State. In this episode, I chat with Stephen about how his experience and state pride combine in his role, promoting Missouri as a premier tourist destination. 

What you’ll learn: 

  • The purpose of the Missouri Division of Tourism and how important tourism is to the state’s economy
  • The role the division of tourism plays in the Missouri State Fair
  • Stephen’s typical day as the Director of Tourism and how the variety of marketing roles prepared him for his current role
  • Stephen’s favorite things to do around the state of Missouri
  • Details behind the “Find your M-O” campaign, how it came to fruition, and the ultimate execution
  • Insight on the behavior and interests of out-of-state visitors to Missouri, as well as trends Stephen is seeing within tourism, regionally and nationally
  • How to find out more about Missouri tourism at or at Welcome Centers across the state