WYOMING OFFICE OF TOURISM RECEIVES MERCURY AWARD FOR WEBSITE AT ESTO
August 16, 2018—Cheyenne, Wyoming—Wyoming Office of Tourism (WOT) today announced it was honored with a Mercury Award for its website (TravelWyoming.com) from the National Council of State Tourism Directors. Recognizing excellence in state destination marketing, the award was presented during the U.S. Travel Association’s annual Educational Seminar for Tourism Organizations (ESTO) conference in Phoenix, Arizona.
Wyoming’s travel website took home the top award in the category for its optimization of the user experience and providing streamlined access to content-rich pages which further engaged visitors in the travel planning process.
“It is an honor to be once again recognized for our work in bringing visitors to Wyoming,” said Diane Shober, executive director of Wyoming Office of Tourism. “With 97,818 square miles of beautiful landscapes, charming towns and western history, Wyoming offers something for every type of traveler. We are proud that the website design allows visitors a way to discover “That’s WY” throughout the entire state.”
The website changes showed positive return including 22 percent increase of average time on the site and 56 percent of users who landed on the homepage diverted to more than 100 different pages rather than following a single path through the site. Additionally, WOT saw an increase of 82 percent and 45 percent for visits to the e-newsletter and guide pages, respectively.
“WOT prioritized this work over the last year and will continue to dedicate ongoing effort to evolving our digital platforms to ensure the visitors who are interested in learning more about Wyoming are given the best user experience,” said Kristin Dialessi, brand integration senior manager.
According to the judges, “Wyoming exhibited good positioning and execution with their website redesign. The design shows gorgeous imagery and content, and the “sticky footer” concept works well, especially in a mobile application.” More details on the winning entry from the Wyoming Office of Tourism can be found here.
For more information about Wyoming Office of Tourism, visit the award-winning site, TravelWyoming.com.