Meet Mo — Behind the scenes

How Visit Missouri’s new campaign was created – 

When it comes to travel, what’s your M-O? That’s the question the Missouri Division of Tourism can help visitors answer with its new “That’s My M-O” campaign.

The campaign features a “tour guide” named Mo, who embodies Missouri and everything the state has to offer – outdoor adventure, family fun, food and drink, history, art, music and more.

A behind-the-scenes video shows how the Missouri Division of Tourism landed on a concept that brought the fun-loving and inviting personality of Mo to life on TV, in print and online. She also appears on the Visit Missouri website and social media.

Mo helps visitors discover their “travel M-O” – the attractions and adventures they are seeking. Specific “tour guides,” such as Family Fun Mo, Outdoor Mo, Sports Mo and Foodie Mo, offer information about places throughout the state including rivers and lakes, theme parks, history museums, aquariums, zoos, ballparks, wineries, and restaurants.

Find Mo and information about traveling in Missouri at

About the Missouri Division of Tourism

The Missouri Division of Tourism works to showcase Missouri experiences through compelling storytelling to inspire travel, support healthy communities and strengthen the state’s economy. In fiscal year 2020, Missouri welcomed 36.3 million visitors and saw $12.6 billion in tourism-related spending. Learn more at


Media Contacts:

Michelle Fluty

OBP Agency


Liz Coleman

Missouri Division of Tourism