Jackson Hole comes to life in spring, as a winter’s blanket gives way to a blanket of color. This truly is the best time to experience the majestic national parks, wildlife, outdoor activities and a host of festivals and events welcoming warmer days. Through breathtaking images taken by local photographers, we developed a campaign that features the awakening of an ecosystem that happens only in Jackson Hole.
The campaign targeted Authentic Baby Boomers, or 48-64 year-olds, who are seeking authentic experiences and culture, and are looking to avoid large tourist crowds while doing so. To best reach this audience, we utilized online, mobile, and print ads, as well as a landing page unique to spring.
Running from mid April through the end of May, the campaign resulted in 10.7 million digital impressions (a 43% increase from the 2012 spring campaign) and 18,300 total clicks to the Visit Jackson Hole website from the paid media (a 110% increase from the 2012 spring campaign).