Barnhart Celebrates 15th Anniversary of Working with Wyoming Office of Tourism
Barnhart Communications is celebrating its 15th anniversary of working with Wyoming Office of Tourism. In May, Barnhart launched a new creative campaign targeting the summer destination travelers drive market with the theme of the "Great American Road Trip." The campaign has both a retro and modern feel highlighting Wyoming's natural wonders and outdoor vacation adventures where road trip memories are made, such as "Yellowstone or Bust," with a visual of the classic camper van loaded up with gear on top and bikes on the back. In an effort to get consumers to embrace a trip to Wyoming, where Yellowstone is a natural draw, Barnhart is highlighting interesting stops along the way with the goal of spreading the love throughout the state. The "Great American Road Trip" creative encourages consumers to chart their course via a landing page, where four different routes are suggested, as are landmarks and attractions that coincide with each route.
The “Great American Road Trip” is a digital campaign in core drive markets, as well as an out-of-home effort in adjacent markets (such as Denver, Salt Lake City, Billings, etc.). In addition, thousands of stickers with the iconic “road trip” creative images of the campaign were produced and are being circulated at visitor’s centers and local tourism offices throughout Wyoming, as well as to consumers requesting a visitor’s guide. The "Yellowstone or Bust" sticker is sent to every person who engages with the digital banner executions, which are geo-targeted for individual markets. Supplemental stickers representing other attractions in route are made available through corresponding visitors centers. The stickers are designed to feel somewhat nostalgic, and to harken back to family trips many of us actually experienced as kids. The results garnered from the initial banner executions for Wyoming is a strong response rate at an average .50% click through rate (compared to the industry average of .16%). The initial sticker order was for 167,000, and the out-of -home will begin appearing in markets within weeks.
Also, there's a bit of a Hollywood connection to the creative. The idea of making the stickers feel a bit of a "blast from the past" drove Barnhart to Academy Award-nominated illustrator, John Bell. Bell's experience includes a diverse career in film, commercials and with major brands, including working with George Lucas' Industrial Light & Magic (ILM) as an illustrator and visual effects arts director on such films as Back to the Future II & III (where he was nominated for an Academy Award and won a British Academy Award). Bell was art director for Steven Spielberg's Jurassic Park, and also worked on numerous other popular films such as Men in Black and Mission Impossible, and was a production designer for Dreamworks' first animated feature, Antz, as well as worked on Polar Express and Cars, as well as many more to his credit. He also worked with major brands, including as a senior designer at Nike, designing everything from footwear and graphics to developing new brand concepts, as well as he has worked with clients BMW and Sony Imageworks.
Attached are a few of the Wyoming stickers that are part of the "Great American Road Trip" campaign so you can see them for yourself. Moreover, Barnhart’s “Roam Free” campaign for Wyoming Tourism continues in core markets with a new execution, “Imaginary Flight,” which captures the wonder and delight of the Wyoming vacation experience to a child. The campaign has been honored in Denver advertising competition (receiving several Denver 50 awards).