I just found out that The Roam Free campaign I shot for Wyoming Tourism for Barnhart was was featured in Graphis for their 100 Best in Advertising 2012 and received a Gold stamp of approval, ranking among the nation’s most visually captivating posters for the best advertising of the year. I am pretty excited!
- GRAPHIS 100 BEST IN ADVERTISING 2012
- 240 TRAVEL GOLD WYOMING TOURISM – ROAM FREE CAMPAIGN
- Advertising Agency: Barnhart
- Art Director: Darren Brickel
- Creative Director: David Yost
- Copywriter: Jim Glynn
- Photographer: Paolo Marchesi
- Retoucher: Armando Martinez
- Client: Wyoming Office of Tourism
ASSIGNMENT
A new campaign for the Wyoming Office of Tourism was launched this past year to build on the “Authentic Western Adventure” platform. The “Roam Free” campaign conveys the effect Wyoming has on its visitors. It lays claim to the concept that “where in other destinations people shape the place, Wyoming is unique in its ability to shape people — their feelings, their perspectives and their lives.” It’s about how the untamed, rugged, awe-inspiring nature of Wyoming, “a place that hasn’t been compromised by the craziness of day-to-day living,” causes people to pause, reflect and reclaim their personal freedom.
APPROACH
The Agency’s strategy and insights team conducted market analysis using external research firms and internal mythologies to obtain a unique understanding of the current “Travelers’ Mindset.” This analysis provided insight into the Client’s core target audiences regarding their motivation, aspirations and key decision-making triggers regarding travel. Once this “Travelers’ Mindset” research was complete, three unique campaigns where created using the research conclusions. These campaign were then tested to identify the following: Determine direction on which campaign captures the most interest, communicates the strongest message and buzz potential, and is most suitable and distinguishing for Wyoming by identifying what elements, if any, are found confusing or difficult to understand. Exploring their attention getting ability. Understanding how each campaign is viewed in terms of importance/relevance, uniqueness, fit, and believability. Assess each campaign in relation to the positioning strategy by: Learning what each campaign communicates about the Wyoming experience. Examining how well each campaign matches: (1) prospective visitors’ views of Wyoming, (2) the intended brand personality, and (3) the presence of key National Park/Monument sites. Investigate what, if anything, might be done to optimize the “winning” campaign. Understanding how this campaign is viewed in terms of likes and dislikes. Identify any potential problems in messaging, language or imagery in the “winning” campaign Based on the consumer campaign testing the “winning” campaign, Roam Free, was adjusted to incorporate the key target audience travel motivators discovered in the consumer campaign testing. Which included: Giving Wyoming a bold voice. The tone/voice is based on a basic human need or truth. It’s the need to get out in the wide open and Roam Free. This attitude resonated highly with the primary target audience. Providing the branding of Wyoming a free spirited, sometimes aggressive personality. Using headlines and copy based around the idea “Not everything was meant to be tamed, Not everything was meant to be domesticated. There is still a part of us that aches to Roam Free.” And there is still a place that encourages it. Wyoming. The personality related directly to the primary travel decision maker’s motivators to find a unique travel location, thus increasing the likely hood to visit. RESULTS
After being in the market for three months research has shown awareness levels are at an outstanding 67 percent overall in 13 core markets. With a heavier media buy supporting this campaign, we are forecasting even higher awareness through the length of the Roam Free campaign. The client is thrilled to say the least.
Paolo: Congrats on the award!…love the photos.
bob