Route 66 is turning 100. And as home to more original alignment miles than any other state on the route, Oklahoma has the most to gain and the most to prove. Our mission: turn a centennial into a movement and a highway into a destination. The goal? More visitors. More stories. More proof that Oklahoma is the best chapter in Route 66’s story.
The strategy
The “100 Years Of…” campaign reaches national and international audiences through three core pillars: state investment, rich history and an affordability that still surprises first-timers. It’s a statewide effort, built on partnerships across government agencies, nonprofits and local businesses from Quapaw to Texola. In 2026, that coalition is putting the best of Oklahoma’s Mother Road in front of the world and driving visitors to experience it firsthand.
The Work
A comprehensive marketing and media campaign spanning branding, design, photography, video, animation and influencer partnerships. Every asset built to reach travelers before they hit the road and pull them toward Oklahoma once they do.
Strategic Partnerships
To bring Oklahoma’s stretch of Route 66 to life for a national and international audience, the campaign partnered with Steller, a travel-focused influencer agency. Steller’s creator network documents the kind of journeys that make people pull up Google Maps mid-scroll and start planning a trip.
Through this partnership, Oklahoma’s landmarks, small towns and hidden roadside gems are reaching travelers who are already primed to hit the road. Custom itineraries and creator-led Route 66 journeys are rolling out throughout 2026, putting authentic eyes on the Mother Road at the moment the world is paying attention.
