When I worked at Young & Rubicam we were briefed to do some posters for iconic airline TWA. The objective was to encourage more people from the UK to visit the US. These were partly sponsored by the individual states and we had to feature specific destinations. We had to capture the essence of the local experience whilst combining it with some reference to flying. You could only use one or two words. Also, the tone had to be playful and fun. Quite a tough ask….