The best way to prime the tourism pump? It might be to focus internally first.
That’s the strategy the Wyoming Office of Tourism is taking.
Instead of a broader appeal to out-of-state citizens who — in many, many cases — would still be hunkered down at home, the office is luring in-staters to enjoy their home state with a new video advertisement.
Diane Shober, the executive director of the Office of Tourism, said this campaign is focused on urging residents to “get out and support all local businesses.”
The 30-second ad has a youthful feel to it featuring a mixture of hipsters, cowboys, baristas, and brewers.
It’s more of a soft-sell spot. You won’t see many car dealerships doing something like this.
No spoken words. Soft music. Slow-motion. Gentle lighting. All with reassuring words superimposed on the screen.
“We’ve all been keeping our distance,” it says. “But now it’s time to strap on our boots. To reunite our communities and reawaken the economy.”
As for the more easily identifiable locations in the video, the town of Saratoga and Buffalo are present as well as more iconic scenes such a river, a hiking trail, and a barn.
“Wyomingites should be the first to return to the main streets and mainstays,” Josh Dorrell, from the Wyoming Business Council said. “[It’s] an important step in reclaiming our local economy.”
Don’t worry, the wonderfully effective #ThatsWY isn’t going anywhere. Shober said this is an “interim approach” to the overall #ThatsWY brand platform.
The campaign, which also features radio spots and a social media component, is scheduled to run for a month.
