The Cowboy Code of Conduct
Summary
Laramie County wanted travelers to do more than visit—they wanted them to connect with the land and honor its Western spirit. The Cowboy Code of Conduct campaign turned timeless values into a modern call for responsible travel. With humor, heart, and practical guidance, the initiative invited adventurers to protect Wyoming’s beauty. By pairing heritage-driven storytelling with data-informed targeting, the campaign reached both core and growth markets, inspiring visitors to embrace the Cowboy way: explore with care.
Client
Visit Laramie
Scope
Campaign Title
Visit Laramie Sustainable Tourism Campaign
Results
6%
YOY increase in occupancy rate
5%
YOY increase in RevPAR
14%
YOY increase in site traffic
374%
YOY in paid sessions
12k+
clicks
Embracing Wyoming’s Cowboy Spirit
We created a Plan Your Visit page to promote responsible recreation, inviting travelers to “ride for the brand” by embracing Wyoming’s cowboy spirit. Framing ethics through an environmental lens, we reimagined tenets like “Live Each Day With Courage”—challenging visitors to protect Laramie’s landscapes and do what’s right, even when no one is watching.
“Winter Out West”
Additionally, we created a seasonal landing page with a winter focus for experiencing “Winter Out West.” From spotlighting snowflake and snowmobile icons to anchoring the cowboy code with a winter-wise perspective, we offered guidance for using rider hand signals and how to safely ride down the ski slopes.
Enhancing a Strategic Tool
We enhanced the Adventure Planner, letting users map trails, tackle the Cowboy Character Challenge, and access planning tools—all while visualizing their impact through interactive, hand-drawn illustrations. Playful black-and-white mountain backdrops reinforced Laramie’s beauty, encouraging travelers to protect it. This strategic tool also fostered engagement, inviting visitors to share check-ins at trailheads and campgrounds.
Expanding Our Reach
We expanded our reach with a multi-channel campaign showcasing Laramie’s wild beauty. Adomni ads in Denver and Northern Colorado featured sweeping landscapes with messages like “Give Others the Joy of Discovery.” Google Responsive Display ads reinforced the call to adventure with roaming antelope and untouched wilderness. Headlines like “POV: You’re keeping the West wild & beautiful” positioned Laramie as a must-visit escape—where every traveler helps protect nature’s treasures.
Fostering Purposeful Change
We dedicated this campaign to raising environmental awareness—both about the captivating opportunities for one-of-a-kind adventures awaiting in Laramie as well as for visitors to engage in those adventures with a cowboy’s sense of belonging. When a traveler feels agency in safeguarding outdoor spaces, there’s power to foster purposeful change.
