"Mother Nature's City" Heads to Times Square as Visit Seattle's Campaign Goes Global

Aug. 01, 2025

We’ve all heard of Mother Nature. Now, Visit Seattle and independent creative and media agency Copacino Fujikado are putting a face to the name as part of the destination marketing organization’s (DMO) "Mother Nature’s City" campaign. 

Stephanie Byington, Chief Marketing Officer for Visit Seattle said:

“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. Seattle is well-suited to meet travelers’ desires to be in nature, while still being in a thriving city.” 

 

Vince Soliven, Executive Creative Director at Copacino Fujikado said:

"Most cities brag about their skyline: Seattle can brag about its wild side, too. Over 200 miles of shoreline, 6,000 acres of urban parks—and it still finds room for world-class food, music, and culture. With ‘Mother Nature’s City,’ we didn’t want another pretty postcard. We wanted a voice. A point of view. A campaign where nature isn’t just a backdrop, it’s the lead. In Seattle, Mother Nature is not just welcomed. She’s understood."

 

Launching on August 5, Mother Nature will travel across the U.S. to show Seattle’s natural splendor. Not only do the ads feature The Emerald City’s outdoor wonders, but they will also animate Mother Nature like you’ve never seen her before. The campaign will be featured in eight different cities on out-of-home billboards and digital OOH displays, including Chicago, Dallas, Denver, Los Angeles, Phoenix, San Diego, San Francisco and Washington D.C. It will also make a special stop in New York, where it will take over a Times Square billboard that will feature Seattle’s tranquil natural surroundings and promote a moment of silence from Aug. 11-17. An additional digital, video and social component will run in the U.S. “Mother Nature’s City” will also extend to international markets in Japan, Korea, Germany, France, U.K. & Ireland, Australia, and New Zealand. 

As travelers seek more time outdoors, Seattle is uniquely positioned to meet the needs of these 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. 

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 work builds on the first phase of the campaign, which launched in mid-June. The campaign highlights Seattle’s natural beauty—its forests, lakes, Puget Sound, urban trails, and mountain views—and spans print, digital, outdoor, streaming video, and social media. Targeting both leisure travelers and meeting planners, the campaign promotes Seattle’s nature as a source of inspiration for business events, spotlighting sustainable venues like the Summit convention center and nearby outdoor adventures at a time when 80% of travel involves nature experiences. 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.