“Come for the Grit, Stay for the Glory” Campaign
Serving as Wyoming’s Capital City and home to Cheyenne Frontier Days — the largest outdoor rodeo in the U.S. — Cheyenne is well known as a cow town. The actual city brand expands way beyond that through arts and entertainment. We developed the “Come for the Grit, Stay for the Glory” campaign to embody all of these brand pillars, increase brand awareness of Cheyenne as a leisure destination with a diversity of experience, and increase length of stay for those traveling through on their way to other cities.
We began by analyzing tourism and marketing data. We identified strong growth in web traffic and visitations in 2019 and 2020 from certain DMAs, and integrated those insights into our target markets. We indexed those target markets by highest length of stay and overall visitor spend to prioritize certain geographic locations for priority media targeting.
While we crunched the numbers for media targeting, our creative team traveled to Cheyenne to conduct a photo and video shoot. These new assets would refresh Cheyenne’s asset library and give our team relevant imagery to create ads that would resonate across different travel intents. The creative showcased the blending of two experiences: tight action shots of rodeo events blended with striking shots of the trendy downtown area. The images break preconceived notions and show that there is more than meets the eye here. These new advertisements were then deployed across an omnichannel media plan, targeting visitors in our priority target markets.
Our media plan also included DMA-specific tactics, creating intentional, in-person touchpoints with key audiences. The Dallas-Ft. Worth DMA presented one of the strongest opportunities for incremental growth with visitors who indexed the highest for length of stay and overall visitor spend. The “Come for the Grit, Stay for the Glory” activation in Dallas-Ft. Worth was executed during the highly-trafficked American Rodeo at the historic Fort Worth Stockyards, an event we identified as frequented by those interested in authentic western experiences.
New Creative Assets
Following a custom photo and video shoot, our creative team crafted new creative assets and collateral to engage key audiences.
We deployed a variety of digital tactics across tried-and-true channels.
We executed a consumer activation in Dallas-Ft. Worth in Dallas-Ft. Worth during the American Rodeo at the historic Fort Worth Stockyards. We also hosted a travel media luncheon for reporters from key publications.