Wyoming to continue successful #ThatsWY tourism campaign into third year
Cheyenne, WY. – Each year, more than eight million visitors come to Wyoming to experience the cowboy state. As travelers nationwide begin to plan for their summer vacations, the Wyoming Office of Tourism is set to launch the third year of its “That’s WY” campaign.
“Moving into the third year of our ‘That’s WY’ campaign, 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 an existing and new campaign 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.
2017 saw a 2.4 percent increase in visitation in Wyoming, and 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. 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. Rounding out the $5.2 million campaign investment is a robust public relations effort, dedicated travel trade marketing and international partnership opportunities.
“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.”
Along with the launch of the summer campaign, the Wyoming Office of Tourism unveiled its newly designed website with a focus on content that matches the needs of the traveling public.
As Wyoming continues to compete for market share, the Wyoming Office of Tourism is committed to serving and helping to grow the state’s second-largest industry—travel, tourism and hospitality. Visitors to Wyoming spend more than $3.2 billion while vacationing in the state, generating $170 million in local and state tax revenues.
“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.