MISSION: Increase tourism dollars by attracting summer-drive traffic from adjoining states.
INSIGHT: Over 90% of Wyoming's visitors travel directly to Yellowstone, leaving the remainder of the state an afterthought. We needed to expand interest in Wyoming's many other attractions and geographically spread the tourism dollars around.
IDEA: "The Great American Road Trip" campaign, consisting of OOH, TV, and digital banners. The banners offered a free "Yellowstone or Bust" travel sticker to those who submitted contact info.
Respondents received a free "Yellowstone or Bust" sticker along with a Wyoming visitors guide that introduced the road-trip promotion, and offered other Wyoming destination stickers to drivers who visited other attractions while en route to Yellowstone.
RESULTS: Increased overall tourism visits and set a new record for summer tourism dollars.
WHAT DID I DO?
- Came up with the idea of using retro-style destination stickers.
- Concepted roughly half the outdoor lines.
- Wrote the lyrics for the "Roaming Wyoming" jingle and oversaw production by Coupe Studios in Boulder, CO. (Bernie Taupin, I'm not.)
- Sold in and executed the state of Wyoming's first-ever animated tourism spot.
- Bid Denver's Legwork Studio and wisely hired them to produce the animated TV.
- Brought illustrator John Bell into the fold to render the travel stickers and collaborate on the animation for TV.
- Mentored an exceptional young writer, Ricky Lambert, who wrote half of the outdoor campaign and numerous other campaign elements.
- Collaborated on design with ACD Adam Nelson, who was instrumental in establishing the look and feel in all forms of media in addition to the travel stickers themselves.
- Turned a simple banner ad assignment into a multimedia campaign while working within the framework of a modest budget.
I'd be remiss if I didn't give credit to a great client and account supervisor, Diane Shober and Christine Berwyn, who fully supported using illustration and animation vs. the tried-and-true photography and live-action route. Agency president, Bill Schumacher was also instrumental.
Ye-haw.