WYOMING. FOREVER WEST.
OVER THE BETTER PART OF TWO DECADES, OUR PARTNERSHIP WITH THE WYOMING OFFICE OF TOURISM HAS BUILT ONE OF THE MOST SUCCESSFUL STATE TOURISM MARKETING BRAND STRATEGIES AND CAMPAIGNS IN THE NATION.
TOURISM MARKETING OVERVIEW
Most recently, our engagement helped grow annual visitor expenditures in Wyoming to a record $3.3 billion, and attracted 10.1 million overnight leisure visitors—an 11% increase over the prior year. A new brand platform was created in 2005, consisting of a new brand positioning and brand essence, to guide and integrate marketing communications development.
The essence of the positioning reflects the feelings, values and emotions of the state: “There’s a place where amblin’ is still a pastime and the sun sets in ways that can’t be described. From the majestic Tetons to the mystical Devil’s Tower and the historic Fort Laramie, to the incomparable Yellowstone National Park, Wyoming is the last way West. Wyoming. Forever West.”
AS PART OF THE “ROAM FREE” CAMPAIGN, WE CREATED A SUMMER VIDEO USING THE VOICE TALENT OF THE FAMOUS ACTOR AND DIRECTOR, ROBERT DUVALL, TO CAPTURE THE ESSENCE OF WYOMING.
THE “FOREVER WEST” PRINT CAMPAIGN SHOWCASED THE UNTAMED AND WIDE OPEN SPACES UNIQUE TO WYOMING IN A WAY THAT INVITED THE VIEWER TO IMAGINE THEMSELVES THERE.
THE ADJACENT MARKETS PORTION OF THE CAMPAIGN TARGETED CITIES INCLUDING CHICAGO, SEATTLE, PORTLAND, MINNEAPOLIS AND ST. LOUIS. THE WYOMING LANDMARKS SHOWN MADE CULTURAL REFERENCES SPECIFIC TO EACH CITY.
GIVEN THE DIFFERING VISITOR ATTITUDES IN STATES ADJACENT TO WYOMING, WE CREATED “ROAMIN’ WYOMING” AS THE CLOSE-IN TOURISM MARKETING CAMPAIGN. IT SUCCESSFULLY POSITIONED WYOMING AS AN ADVENTUROUS ROAD TRIP DESTINATION.
WE WORKED WITH THE RENOWNED ACADEMY AWARD WINNING ILLUSTRATOR, JOHN BELL, TO CREATE THE ROAD TRIP STICKER PROGRAM FEATURING WYOMING’S UNIQUE ATTRACTIONS AND LOCATIONS.
AS PART OF THE “ROAMIN’ WYOMING” CAMPAIGN, WE CREATED A SERIES OF OUT-OF-HOME ADS, STRATEGICALLY PLACED IN STATES ADJACENT TO WYOMING, TO POSITION IT AS AN ADVENTUROUS ROAD TRIP DESTINATION.