Wyoming tourism agency reveals bold new marketing strategy

During a recent government meeting, officials from the Wyoming Office of Tourism provided updates on their strategic initiatives and the performance of the statewide lodging tax collections. The meeting featured presentations from senior director of brand strategy Michelle Howard and director of strategy and business operations Kari Akins, who outlined the agency's ongoing efforts to promote Wyoming as a premier travel destination.

The agency emphasized its dual role in enhancing Wyoming's public image while driving economic growth through tourism. They highlighted the interconnectedness of tourism promotion and traditional economic development, noting that their initiatives impact all 23 counties in the state. The officials reiterated their commitment to building livable communities and creating opportunities for residents through the visitor economy.

Howard detailed the agency's summer marketing campaign, which ran from March through September, aimed at increasing brand awareness and travel metrics. The campaign reached over 300 million people and focused on engaging potential visitors through various media channels, including national paid media strategies and public relations efforts. The agency is set to receive a comprehensive ad effectiveness study in November to evaluate the campaign's success.

A significant portion of the marketing budget—82%—was allocated to the base media strategy, with additional funds directed towards hospitality campaigns aimed at workforce recruitment. The campaign targeted key markets, including major cities like Los Angeles, Phoenix, Dallas, and Chicago, and featured a narrative centered around \"modern explorers\" who embody the adventurous spirit of Wyoming.

The meeting also highlighted successful media partnerships, such as a collaboration with Hopper, which resulted in a 10% increase in flight sales and bookings at local hotels. The agency's ongoing partnerships with brands like Ford and Outside Magazine were noted for their effectiveness in promoting local guides and outdoor experiences, further enhancing Wyoming's appeal as a travel destination.

Overall, the meeting underscored the Wyoming Office of Tourism's strategic focus on elevating the state's brand and maximizing the economic benefits of tourism, while also fostering responsible travel practices among visitors.