Visit Idaho: Beyond Words, Into Wonder
Summary
Visit Idaho wanted to capture the indescribable feeling of exploring the state’s landscapes and culture. Madden created the Beyond Words campaign, shifting from literal descriptions to emotional storytelling. By blending powerful visuals, evocative language, and immersive media, the campaign invited travelers to experience Idaho in ways words alone couldn’t capture—positioning the state as a destination that must be felt, not just seen.
Client
Visit Idaho
Scope
Agency of Record
Campaign Title
Beyond Words
Results
150%
increase in website traffic
89M
impressions
85K
social impressions
1.2M
clicks
5.7M
video views
58%
increase in revpar YoY
Inspiring assets
Campaign assets featured both sweeping, scenic macro shots and micro-sensory moments captured up close. Together, these assets represented the wide-open spaces and peaceful moments that visitors can expect from a trip to Idaho.
integrated media buying
We translated the essence of Beyond Words across digital media through animated banner ads, video advertising with quiet yet impactful ASMR-like compilations, and the use of stunning visuals throughout print publications and landing pages.
