Bold Brand, Big Western Energy
Summary
Visit Cheyenne wanted a brand that matched the grit and grandeur of Wyoming’s capital city. We built a new identity rooted in Western authenticity—one that celebrates rodeo roots, rail history, and modern adventure. The refreshed look and voice gave the community a brand that feels as confident and welcoming as Cheyenne itself. Now, when travelers see Cheyenne, they don’t just think “cowboy town”—they see a community that’s proud, bold, and ready to share its story.
Client
Visit Cheyenne
Scope
Brand Identity
Recognition
N/A
Campaign Title
Come for the Grit, Stay for the Glory
Results
179%
increase in web traffic
6K+
Sweepstakes Entries (623% Goal Achievement)
350%
Goal Achievement for Video Distribution
2.1M
Precision Geo-Based Display Impressions
1.7M
Video Distributuion Impressions
New Creative Assets
Our team built new creative that showcased the blending of two experiences: tight action shots of rodeo events and striking shots of the trendy downtown area. These images break preconceived notions of what is available in Cheyenne and shows that there is more to the city than meets the eye. These new advertisements were then deployed across an omnichannel media plan, targeting visitors in our priority target markets.
Consumer Activation
This Visit Cheyenne activation at the American Rodeo was in partnership with Cumulus radio and included a sponsorship for the Texas Independence Day concert at Billy Bob’s Texas. This sponsorship also included digital event signage, virtual remote broadcasts, and digital and radio spots. But this activation didn’t stop with a concert sponsorship.
Madden created multiple opportunities for event attendees (totalling over 4,000 people) to engage with the Visit Cheyenne brand. These touchpoints included:
– Multiple booth locations
– Visit Cheyenne sticker distribution generating live lead acquisition
– A live art creation exhibition by local artist, Bria Hammock
– Autograph sessions with professional Saddle Bronc Rider, Brody Cress
We also created a space for Visit Cheyenne to expand its relevance with regional and local media. This event introduced the DMO’s brand ambassadors to 14 journalists, influencers, and bloggers. The media contacts in attendance generated social media coverage after the event highlighting the authentic western experiences in Cheyenne.
DIGITAL ADVERTISING
Throughout the live event and once the activation was complete, our media team was hard at work using different tactics to promote our “Come for the Grit, Stay for the Glory” campaign. Our chosen digital media tactics included:
– Video distribution
– Social prospecting and remarketing
– Lead generation
– Precision geofencing around activation events and key area points of interest
– Epsilon display and video execution to show influenced in-market visitation
These media efforts helped layer the brand’s identity with a complementary message that emphasized the “western way of life” which fostered a closer connection between Visit Cheyenne and their target audience.
