“Beyond Known Destinations” Campaign
During the pandemic, Visit Idaho was struggling to combat overtourism. We had launched campaigns that advocated for environmental stewardship and asked travelers to recreate responsibility. These campaigns helped change behaviors of travelers in Idaho but they did not solve the root of the problem. There were too many people traveling to popular points of interest.
Our team analyzed location device data and developed a campaign to highlight other areas of the destination that also aligned with target travel intents. We identified three regions of the state with lesser-known cities and promoted the experiences travelers can have in those locations. These rural communities did not have existing tourism resources or inspirational storytelling, so our team created content that would inspire travelers to venture into parts less traveled and made it easier for them to plan their trip.
– 40M+ impressions
– 111,000+ clicks
– The three BKD landing pages were three of the top four most engaged pages on Visit Idaho’s website