Diane Shober Executive Director, 2016 Wyoming Governor's Hospitality & Tourism Conference Presentation
At this year's 2016 Wyoming Governor's Hospitality and Tourism Conference- Celebrating a Century of Park Adventures, Diane Shober, WOT Executive Director, unveiled the new brand strategy and marketing campaign that is thoughtfully and strategically centered on using storytelling to connect personally with potential visitors. She revealed the insights that informed the strategy and unveiled the new brand, "That’s WY," and the media plan set to launch this spring.
Through an integrated creative strategy, "That's WY," WOT will expand the state's marketing approach to reach new audiences and support greater awareness in existing markets.
The "That's WY" creative strategy is designed to connect audiences on a deeper emotional level and capture the epic intimacy Wyoming visitors feel while traveling the state. The campaign pairs grand visuals with thoughtful philosophical statements that tap into the mindset of those seeking to unleash an uninhibited spirit of adventure in Wyoming.
WOT will kick off the campaign this spring, with a full complement of new and traditional channels:
-New creative including television spots, radio, print, digital, outdoor and social media advertising executions featuring Wyoming's iconic landscapes and engaging copy and voiceovers
-A new website at TravelWyoming.com
-Expanded outdoor components that feature transit advertising and billboards with extended creative features
-Additional digital content and hero stories that showcase Wyoming personalities
The paid media components of the "That's WY" campaign will begin running in early March, including national TV and magazine ads. More aggressive paid campaign efforts in key markets will begin in April with emphasis in Kansas City, Minneapolis, Portland, Seattle, Chicago, Denver and Salt Lake City. The broadcast and outdoor campaign elements will run through July with digital, social media and some print elements running through September of this year.
View each speakers presentation on the Governor's Hospitality & Tourism Conference site.