Seattle Southside is inviting travelers to explore the region through a new kind of travel souvenir: the Microadventure Mystery Box. The campaign features five collectible characters, each representing a different side of the destination, from bubble tea and UFO lore to international dining, aviation, family attractions and birdwatching. Visitors receive a surprise character and can scan its QR code to unlock the Our Favorite Things Pass, connecting the playful collectible to savings and ideas for exploring SeaTac, Tukwila, Des Moines and beyond.

The five Seattle Southsiders include B. Tea, an extraterrestrial with ties to the region’s Bubble Tea Trail and Maury Island UFO lore; Chomper, a sixgill shark inspired by Seattle Southside’s global dining scene; Glider, an aviation-loving harbor seal; Bubbles, a giant Pacific octopus representing the area’s family attractions; and Herb, a prehistoric giant sloth inspired by a fossil discovered during construction of SEA Airport. Together, they encourage travelers to build their own microadventure around interests rather than a conventional sightseeing itinerary, whether that means following a culinary trail, exploring aviation history or finding a quieter corner of the region.

The Curated Take: The clever part of the campaign is that the mystery box is really an invitation to look twice at a destination often encountered in transit. Seattle Southside turns its unexpected details, local stories and distinctly regional attractions into reasons to linger, making the area around the airport part of the travel experience rather than simply a place between flights.