Visit Jackson Hole
Promoting Jackson Hole’s spirit of adventure via clever digital strategy and “Wild” content.
Strategy | Content Production
Combining a rich western heritage, luxurious amenities, world-renowned skiing, and unparalleled access to Grand Teton and Yellowstone National Parks, Jackson Hole is the nation’s premier Rocky Mountain travel destination. Telling the Jackson Hole story required capturing the magic of this small community and articulating it into a movement: “Stay Wild.” Combining high production value video and photo assets, live broadcasts, 360-degree VR technology, and influencer marketing strategies, New Thought set out to create a story-driven social media marketing campaign for “Visit Jackson Hole” designed to promote and protect this unique destination.
01
Changing Social Media Behavior
In partnership with “Visit Jackson Hole” brand agency, Colle McVoy, New Thought implemented a unique social media hack designed to offset the impact of excess traffic to Jackson Hole’s natural areas. The “Tag Responsibly” initiative centered on the development of the world’s first generic location tag. Using paid media, we asked residents and visitors alike to help preserve Jackson Hole by using the geotag “Tag Responsibly, Keep Jackson Hole Wild.” This alternative Instagram location tag acted as a conservational call to action and garnered national media attention for this important issue.
02
Producing “Wild” Social Media Events
Capturing the spirit of “Stay Wild” meant bringing Jackson Hole’s social media audiences’ once-in-a-lifetime virtual experiences. New Thought orchestrated marquee Facebook Live broadcasts featuring national influencers. Audiences were treated to snowboarding at Jackson Hole Mountain Resort with Travis Rice, Grand Teton National Park tours with Jimmy Chin, and surprise pop-up concerts from Brett Dennen. These Facebook Live broadcasts were attended by millions of viewers from around the globe.
03
Capturing the Spirit of “Stay Wild”
Jackson Hole is beautiful, wild, inspiring, and photogenic. New Thought has produced over 1,000 editorial images for “Visit Jackson Hole,” and made nearly all of them available to local businesses for use in promoting the destination. Check out Visit Jackson Hole’s public Libris Library to see how New Thought captured the spirit of “Stay Wild.”
04
A Sweepstakes for Outdoor Enthusiasts
Combining the virtues of active lifestyle and creative inspiration, New Thought implanted a social media content program around the design of a custom illustrated Otso Fat Bike by renowned illustrator Tim Tomkinson. The one-of-a-kind bike was reproduced and made available to Jackson Hole visitors who were encouraged to share their experiences via the social media hashtag #StayWild. The original hand-illustrated bike was auctioned off to support the Jackson Hole Nordic Alliance.
05
Bringing Jackson Hole to National Destinations
Using a customized viewfinder developed by the “Visit Jackson Hole” brand agency, New Thought created immersive 360-degree video experiences showcasing the best views from Jackson Hole. The viewfinder was installed at the Minneapolis airport during Super Bowl weekend, and invited adventure seekers from all over the world to step up and see the Jackson Hole view from 6,237 feet.
+24%
Total Website Visitation
+375%
hotel bookings
+48%
Website Visitation from Social Media
Our partnership with Visit Jackson Hole is one of our most rewarding partnerships to date. We have thoroughly enjoyed sharing the Jackson Hole lifestyle with the world while still protecting its natural resources. This partnership has allowed us to explore our hometown uniquely and excitingly. Our efforts have led to a 48% increase in website visits acquired directly from social media channels, as well as an outstanding 375% increase in hotel bookings. Our relationship with those at Visit Jackson Hole is still going strong. Whether it’s advice on brand strategy or a unique local story suggestion, we continue to work with the Jackson Hole Travel & Tourism board to tell the Jackson Hole story.