That’s WY.
Wyoming Office of Tourism
Brand + TV + Print + Digital + Outdoor + Real Stories
Client since 2015
Created by BVK in 2016, the That’s WY brand has become an iconic symbol of Wyoming’s unbridled spirit of adventure. It continues to serve as the north star from which all marketing communications are created. Over the years, several creative campaigns were born from the platform, each built to accommodate evolving marketing objectives. Wyoming has always beckoned bold, independent and curious spirits who are drawn to forge their own path to a better way. Wyoming should have topped the list for adventurers, but trailed in familiarity to Colorado and other mountain west competitors, so we focused on increasing awareness.
How It’s Relevant
- Enduring Brand Positioning
- Marketing Funnel Analysis
- Building Awareness At Scale
- Sustained Results
- Brand Partnership
- Destination Stewardship
End Goal
Generate greater awareness and familiarity with Wyoming as a travel destination to drive visitation and associated spending.
What We Did
- Led proprietary Destination Assessment to uncover emotional and functional drivers influencing travel to WY.
- Refined brand benefit statement to reflect evolving consumer motivations: Wyoming is the last bastion of the West where you can boldly unleash your sense of adventure.
- Developed Modern Explorers, an integrated ad campaign embodying freedom, independence and rugged camaraderie.
- Rolled out market activation strategy to expand campaign reach while balancing conversion across broader geographies.
- Produced Wildly Wyoming, a first-of-its-kind adventure competition series with Ford and Outside.
Wildly Wyoming
Created a five-episode competition series that followed three teams of Ford Bronco Ambassadors as they embarked on different adventures across the state. The goal? To earn the most points to win a $10,000 grant from Bronco Wild Fund to donate to a local non-profit, all in the name of keeping Wyoming wild.
The stops and activities exemplified Wyoming and Ford’s shared brand values, becoming an example of how to use tourism to promote sustainability and community stewardship.
Airing on Outside TV, the series featured 28 locations, 9 Wyoming guides and countless local businesses—including tattoo parlors creating 10 unique tattoos—and $70,000 was donated to four Wyoming charities.
Exceeding expectations by 30% with over 8M video views. Consumers spent an average of nearly 4 minutes on the campaign hub, twice the average engagement time.
First-of-its-kind partnership between a travel destination and an automaker (Ford), hosted by Outside, Inc. to incentivize responsible visitation to Wyoming.
The Results
+14 %
Generated 1.74M marketing-influenced trips
+12 %
Generated $1.35M in visitor spending
+3.2 M
Additional ad-aware households
Source: SMARI Insights Ad Effectiveness & ROI Study 2024