Case Study  |  Wyoming Office of Tourism

That's WY

The Challenge

There were plenty of reasons for consumers to spend their travel dollar in Wyoming versus other Western states. But to many, it was little more than Yellowstone National Park and a few lines on a map that separated Wyoming from its neighboring competition. Travelers needed more compelling reasons to spend their next adventure in Wyoming. How could we provide those reasons in an iconic way that was truly ownable by the Wyoming Office of Tourism?

    • The Solution

    Research told us our target market was curious, intellectual, theoretical and interested in understanding things on a deeper level, even an existential level. Asking “why” was built into their DNA. They needed more than events and attractions to lure them to the state. They needed answers.

    The integrated “That’s WY” campaign branded the authentic western experience in a way no other state could, endlessly and emphatically answered the question “why visit Wyoming?”

    The Results

    People viewed original content

    +2m

    People actively engaged with the brand

    +620k

    New leads generated

    +40k

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