Sometimes a simple twist of fate turns a good idea into an indispensable idea. With Washington State Tourism, this happened in an uncanny way. Having already faced steep budget cuts, a marketing plan was conceived to feature Washington tourism’s greatest asset, the state’s residents. The call to action: “If we all invite one person to visit Washington State, we can help create 20,000 jobs! So Share Your Washington!” This quirky and memorable campaign drove traffic to a website for residents to send invitations, learn why tourism matters and sign up for sweepstakes offering free trips and discounts. Everything was ready for launch when things really headed south. The Washington State Tourism office was defunded and closed, making Washington the only state in the U.S. without an organized Tourism department. This turn of events ended up elevating the campaign to a rallying cry for all those who valued the effect tourism has on Washington’s economy. People rule.