For immediate release March 13, 2008
Contact: Diane Shober; PH:
307.777.2808 or:
307.214.3741
Wyoming Tourism Advertising Launched
Gas prices don’t appear to be having much of an impact yet as early returns are encouraging for Wyoming’s $4.7 million spring advertising program that cuts a wide swath across several regions of the country and nationally. The week magazine advertising was first reaching consumers saw a 45 percent gain in inquiries about Wyoming compared with the same period last year. Overall to date (March 13), there is a 20 percent boost in inquiries over 2007 at this time. The Wyoming Travel & Tourism Division has national magazine ads featuring the “Forever West” theme placed in proven publications such as Sunset and Family Fun along with new choices for 2008 including Bon Appetit and Real Simple. Some of the other national magazines that have a full-page Wyoming tourism ad in 2008 are Men’s Journal, National Geographic Adventure and Audubon. “Our advertising embodies everything that is wonderful and unique about Wyoming. We always highlight our icons – Yellowstone and Grand Teton national parks, and Devils Tower – but advertising is really about an experience,” said Diane Shober, state tourism director. “Beautiful mountains, big blue skies and wildlife you wouldn’t normally see,” she continued. “‘Forever West’ means our western heritage and cowboy way of life but it also means western values – freedom, unobstructed views and star-filled nights,” said Shober.
Northwest Wyoming
Wyoming tourism television advertising is entering its third week in front of viewers in key areas of the Midwest including Nebraska, Iowa, Wisconsin, Minnesota and Missouri. Several “investment” market cities for 2008 – St. Louis, Oklahoma City, Milwaukee and Champaign – are seen has having great potential. “Thorough research tells us who has been inquiring and visiting our website. We then make choices based on the markets that are going to offer the best return on our investment provided the Wyoming product is a good fit for the demographics of a given region,” advised Shober.
Newspaper ads, in the form of eight-page Wyoming travel supplements, are going to be received by readers in nearly thirty cities this weekend, March 16. New areas getting attention this year are Dallas, Portland (OR), San Francisco and the Chicago suburbs. The state invests about $750,000 in the newspaper co-op program thus allowing local Wyoming destinations or private businesses space in the supplements for half the price it would normally cost them. “This program makes it much easier for local businesses to reach many markets they wouldn’t be able to afford otherwise. We’re really trying to help local destinations maximize their marketing dollars,” notes Shober.
She says the spring online placements for Wyoming tourism advertising will be ramped up considerably with nearly $475,000 going toward that effort. “We’ve made a dramatic shift in this area because there is no question the internet is the chief planning tool for most travelers,” said Shober.
Advertising in the important, adjacent, markets of Denver and Salt Lake City will begin late this month and continue into September. A new “Summer Itineraries” program is based on focus group research that indicates people want as much information as possible about where to go and what to do before leaving home. Wyoming Travel & Tourism is working to develop complete packages and tour options that will be showcased in adjacent states’ newspapers starting in early June.
