As part of an integrated campaign in earned and owned media channels, this print and outdoor campaign was designed to promote winter adventure in Wyoming, capturing the allure of epic scenery and wide open possibilities for outdoor enthusiasts of all kinds.
Print and outdoor photography needed to convey the grandeur of Wyoming’s stunning natural assets. Headlines were crafted to express the emotional payoff of true exhilaration and the opportunity to test oneself in the elements. Adventure is the brand platform and the campaign theme, “That’s WY,” plays off the abbreviation of Wyoming and becomes the answer to any statement about why someone should experience the state beyond the most familiar icons.
As part of a larger effort, the campaign has increased total website engagement by more than 135% resulting in an incremental $350 million in revenue.