Wyoming Tourism unveils ‘That’s WY’ marketing campaign
March 12, 2016
The Wyoming Office of Tourism (WOT) plans a new creative strategy and plans for the state's 2016 integrated marketing campaign.
Through an integrated creative strategy, "That's WY," WOT will expand the state's marketing approach to reach new audiences and support greater awareness in existing markets.
The "That's WY" creative strategy is designed to connect audiences on a deeper emotional level and capture the epic intimacy Wyoming visitors feel while traveling the state. The campaign pairs grand visuals with thoughtful philosophical statements that tap into the mindset of those seeking to unleash an uninhibited spirit of adventure in Wyoming.
According to Diane Shober, Executive Director of the Wyoming Office of Tourism, the new creative strategy will capitalize on the momentum created in the past decade.
"Our 'That's WY' creative strategy has grown out of and is designed to build on previous marketing efforts," said Shober. "The brand platform and the supporting campaign personalizes the Wyoming experience and allows potential visitors to see themselves in our destination."
WOT will kick off the campaign this spring, with a full complement of new and traditional channels:
- New creative including television spots, radio, print, digital, outdoor and social media advertising executions featuring Wyoming's iconic landscapes and engaging copy and voiceovers
- A new website at TravelWyoming.com
- Expanded outdoor components that feature transit advertising and billboards with extended creative features
- Additional digital content and hero stories that showcase Wyoming personalities
The paid media components of the "That's WY" campaign will begin running in early March, including national TV and magazine ads. More aggressive paid campaign efforts in key markets will begin in April with emphasis in Kansas City, Minneapolis, Portland, Seattle, Chicago, Denver and Salt Lake City. The broadcast and outdoor campaign elements will run through July with digital, social media and some print elements running through September of this year.
The Wyoming Office of Tourism is the only agency charged with promoting and marketing the state as a vacation destination to domestic and international leisure visitors. The tourism office provides inspiration and trip planning tools in partnership with local tourism entities. Marketing programs have consistently supported increased visitation, and Wyoming welcomed a record 10.5 million visitors in 2014. Tourism is the second largest industry in Wyoming and employs more than 31,000 residents.