OVERVIEW
The tone and manner of the campaign intentionally reflects Wyoming, reinforcing the unique character of the state and its people. Wyoming Libraries are as expansive as the state. They are for everybody. They let people explore, grow and wonder. Yet, they are as close as down the street and as inviting as a neighborhood gathering place. They are western, welcoming and a part of the community.
The campaign theme, “Wyoming Libraries: Bringing the World to Wyoming,” features unexpected cultural landmarks in the Wyoming landscape. The campaign treatment is non-traditional and surprising, consistent with the need to re-introduce libraries as relevant and worldly.
AS PART OF AN INTEGRATED EFFORT TO REPOSITION WYOMING LIBRARIES, WE CREATED A NEW VISUAL IDENTITY AND A BRAND PLATFORM THAT CAPTURES AND LEVERAGES WYOMING’S UNIQUE WESTERN HERITAGE.
OUT-OF-HOME ADVERTISING REPRESENTED JUST ONE COMPONENT OF A BROADER INTEGRATED CAMPAIGN THAT INCLUDED, RADIO, ONLINE, PRINT AND AN INVENTIVE ARRAY OF GUERILLA TACTICS.
ACTIVE LIBRARY CARDHOLDERS INCREASED BY MORE THAN 80,000 PEOPLE (IN A STATE OF ABOUT 500,000 PEOPLE). LIBRARY WEBSITE VISITS INCREASED BY THAN 25%, AND LIBRARY MATERIAL USAGE GREW SUBSTANTIALLY. THE CAMPAIGN HAS RECEIVED NATIONAL RECOGNITION AND AWARDS WITHIN THE LIBRARY COMMUNITY.
STRATEGICALLY DISTRIBUTED GUERILLA TACTICS PROVED AMONG THE MOST EFFECTIVE IN THE INTEGRATED CAMPAIGN, AND INCLUDED BOOKMARKS, POSTERS AND VEHICLE DECALS.
FREE TO CARD CARRYING LIBRARY MEMBERS, MUDFLAP DECALS WERE MADE AVAILABLE AT AUTOPARTS STORES STATEWIDE. THE DECALS WERE WILDLY SUCCESSFUL AND SUPPLIES RAN OUT WITHIN WEEKS.
