Wyoming has a breathtaking landscape, iconic national parks and ample opportunity for adventure. And while our audience was adventurous in the physical sense, those reasons alone weren’t enough to draw them to the state. How could we give them new, more compelling reasons?

Our audience’s innate curiosity and thirst for deeper, more meaningful experiences told us that they needed equally compelling intellectual reasons to visit Wyoming. The “That’s WY” campaign gave them those reasons. Photography brought the landscape’s epic intimacy to life, and thoughtful, philosophical headlines connected with the audience’s intellectual side.

For every dollar invested in the “That’s WY” campaign, the return to Wyoming in visitor spending was $275 – a 36% increase over prior year ROI.