Wyoming Unveils 2018 Summer Campaign: WOT Enters Third Year of #ThatsWY Creative with a Relaunched Website
February 22, 2018—Cheyenne, Wyoming—As travelers nationwide begin to plan for their summer vacations, the Wyoming Office of Tourism (WOT) is set to launch the third year of its “That’s WY” campaign creative. With a 2.4 percent increase in visitation in Wyoming in 2017, the agency aims to keep the momentum going with its summer campaign which will start hitting key target markets around the country in early March.
“Moving into the third year of our ‘That’s WY’ creative, Wyoming is continuing to set itself apart from other travel destinations, especially in the West,” said Diane Shober, executive director for the Wyoming Office of Tourism. “Tourism marketing is a competitive landscape, but we’ve been able to continually increase our year-over-year visitation as we reach consumers in our key markets through the art of storytelling.”
The third year will launch with existing and new campaign creative that’s designed to target adventure lovers, family travelers and western culture. Videos, images and other campaign assets will showcase stories of Wyoming, including the Continental Divide Trail in the Medicine Bow National Forest, Amber and Chad Pollock with Backwards Distilling Company in Casper and Dusty Tuckness—a Wyoming bullfighter who was recently named “Bullfighter of the Year” for the eighth time at the 2017 Wrangler National Finals Rodeo. Campaign samples are available here.
In addition to those assets, this year’s campaign includes a paid media investment of $5.2 million dollars with a focus on reaching key target markets of Chicago, Denver, Kansas City, Minneapolis, Portland, Salt Lake City and Seattle, through a mix of TV, radio, print, digital, audio, out of home and social media advertising. WOT also has a national paid media strategy that helps introduce Wyoming to travelers beyond those target markets through TV, print, native content and digital. Rounding out the $5.2 million campaign investment is a robust public relations effort, dedicated travel trade marketing and international partnership opportunities with Brand USA.
“Today’s travelers are looking for authentic experiences, touchable history and a destination where they can feel connected to the world again,” said Kristin Dialessi, brand integration senior manager for the Wyoming Office of Tourism. “Through our content videos and advertising creative, we’re able to share the stories of the people and places that make Wyoming so special.”
While WOT has dedicated integrating marketing efforts that inspire travelers to visit Wyoming, the office also offers a variety of cooperative opportunities for industry partners throughout the state who are looking to affordably reach specific target markets. Examples of cooperative opportunities include the sticker campaign; paid media advertising in print, digital, broadcast and out of home; public relations media events; travel trade shows; and a technical assistance program.
Along with the launch of the summer campaign, WOT unveiled its newly designed website with a focus on content that matches the needs of the traveling public. WOT conducted a three-month user study to show how website visitors were interacting with the site, planning their trips and utilizing it for information. With that research, WOT has reprioritized the site navigation and content layout, with a new refresh of both the design and the copy.
“For any destination to stand out, it’s important to have integrated marketing efforts, and our website, TravelWyoming.com, plays a significant role in making us unique,” said Dialessi. “We knew how important it was for us to reorganize consumer content with the website user in mind. Plus, as our advertising reaches audiences and drives them to our website, we want to ensure the content on the site firmly matches up with the current campaign.”
As Wyoming continues to compete for market share, WOT is committed to serving and helping to grow the state’s second-largest industry—travel, tourism and hospitality.
“This industry is always changing,” said Darren Rudloff, president of the Wyoming Office of Tourism Board of Directors and Visit Cheyenne. “And for Wyoming to stay competitive, we have to be flexible and adaptable to move along with it as we continue to inspire travelers to choose Wyoming. As with any local promotional entity, we look forward to building on the ‘That’s WY’ momentum with the next round of advertisements and a refreshed website to aid potential visitors in their exploration of Wyoming.”