We designed a multi-phase experiential campaign to launch Snap Spectacles as the defining platform for a new era of shared, real-world augmented reality. Our campaign, The Destination Tour, places Spectacles at iconic global landmarks — the Colosseum in Rome, the Met in New York, the Broad in Los Angeles — where visitors rent or purchase the glasses to unlock interactive, historically-layered AR experiences. We drew on AURA by Moment Factory at Montreal's Notre-Dame Basilica as our case study, translating their model of immersive, place-based storytelling into a scalable, wearable format. From there, we extended the campaign into holiday-themed pop-up events and film IP collaborations, building a phased rollout designed to generate cultural momentum and drive hardware adoption. At the center of our concept was a positioning challenge we felt strongly about: how do you differentiate Spectacles from Meta's Ray-Ban glasses (essentially a camera) and Apple Vision Pro (an isolating headset)? Our answer was simple — Spectacles don't take you out of the world. They make the world more worth being in.