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051812 summer ad campaign starts
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Campaign for Summer Season in Full Swing

Wyoming visitors will continue to “Roam Free” with the 2012 national campaign launched in early April and the adjacent market campaign, entitled Adventurescapes, launching in May, will highlight vacation packages and deals from across the state.

The Wyoming Office of Tourism (WOT) continues the “Roam Free” messaging for the national campaign used in previous years, but with a few refinements and a few new creative elements to reinforce Wyoming’s Forever West image.

“Consumer research was conducted to make sure the creative resonated with our target audience,” said Alan Dubberley, Deputy Director for the WOT. “The biggest change was adding Robert Duval as the voiceover on our TV commercials. Research showed his persona and voice resonates best with our target audience.”

The campaign focuses on the same markets as in the past with markets including Chicago, Minneapolis/St. Paul, St. Louis, Kansas City, Madison, Milwaukee, Omaha, Tulsa, Wichita, Oklahoma City and Portland.

The campaign will be seen through the use of TV, outdoor, newspaper inserts, and geo-targeted online and search engine marketing.

"The great thing so far is we have seen multiple weeks with an average increase in inquiries of 21% since the campaign launched," Dubberley said.

The regional Adventurescapes campaign will provide consumers with ready-made deals and packages from which they can choose.

“We know through research that our regional audience is familiar with Wyoming, they need to be shown all the wonderful things they can see and do on a Wyoming vacation,” Dubberley added.

The Adventurescapes message will focus on the markets of Denver, Salt Lake City, Rapid City, Billings, Butte/Bozeman, Pocatello, Idaho Falls and Boise. Various mediums will be utilized to get the message across.

“It is important to touch these consumers with this message as many times as we can,” stressed Dubberley. “So we will use TV, outdoor, online, a co-op newspaper insert and a package-based email newsletter. The email will promote deals available within the state to bring in a retail component to the campaign.”

For more information about the WOT campaigns or for how to participate in co-op opportunities, contact Lesley Rowbal at 307-777-2881 or

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