Seattle Southside’s Winter Campaign Makes a Big Deal Out of 2 Degrees

Every winter, Pacific Northwest–ers dream of 'heading south' to escape the cold, grey slog of the season. But in reality, most people don’t go very far. Americans drive 16% less in winter than in summer, proof that when winter hits, people tend to stay closer to home. So this year, instead of a plane ticket - or even a passport - they just need to head slightly south.

Launched on Blue Monday, January 19th, Explore Seattle Southside and ONE23WEST flipped the winter travel narrative with a new off-season campaign that invites travellers to find winter’s bright side closer than they think.

With marginally warmer temperatures than downtown Seattle (up to 2° on average, in fact, according to a quick search on NCEI for Seattle Southside vs. Seattle) and an abundance of playful indoor attractions, colourful eats, and unexpected micro adventures, Seattle Southside positions itself as the perfect antidote to the winter blahs.

The launch timing is intentional: people in the Pacific Northwest experience Seasonal Affective Disorder at nearly twice the national rate, making mid-January one of the toughest points of the year. (Oregon State University).

“At a time of year when people usually hibernate, we wanted to remind them that small, easy getaways can be surprisingly uplifting,” says Ashley Comar, senior vice president, marketing and communications at Explore Seattle Southside. “You don’t have to travel far - or spend a lot - to feel recharged. Sometimes the best escape is just a little bit south.”

At the heart of the campaign is a self-aware video concept that really plays up those ever-so-slightly-warmer temperatures and leans into old-school, in-camera production techniques and a delightfully unexpected star: a mannequin. Chosen for its deadpan delivery and limitless patience, the mannequin brings humour and personality to a campaign that celebrates winter micro adventures without taking itself too seriously.

The creative features one practical set-up filled with real props and playful visual tricks, reinforcing the campaign’s handcrafted, eclectic feel. From cosy indoor experiences to hidden gems and vibrant food and drink spots, the work showcases how Seattle Southside offers warmth, colour, and charm - even in the dreariest months.

“Winter travel marketing often leans aspirational and far-flung,” says Rob Sweetman, founder and chief creative officer at One Twenty Three West, the creative agency behind the campaign. “We wanted to do the opposite - acknowledge the season for what it is, have a little fun with it, and show how micro adventures can genuinely lift your mood.”

Designed to drive visits between January and March, the campaign includes a :30-second hero film with :15- and :06-second cutdowns, alongside other digital placements that direct viewers to a landing page full of winter-friendly itineraries and experiences. The goal: increased engagement, more winter bookings, and a reminder that adventure doesn’t disappear when the sun does.

Because when winter feels endless, the solution isn’t always going far south - just slightly
south.