Sharing Otherworldly Idaho Landscapes
Summary
Craters of the Moon is one of Idaho’s most unique landscapes—an expanse of lava fields that feels more lunar than earthly. Visit Idaho wanted to showcase this hidden wonder to spark curiosity and drive new visits. Madden built a digital campaign that put Craters on the map, leaning into its surreal visuals and science-meets-adventure story. The goal was simple: make travelers stop scrolling, imagine themselves exploring, and choose Idaho for their next trip.
Client
Visit Idaho
Scope
Agency of Record
Campaign Title
Craters of the Moon Digital Storytelling
Results
8M+
Impressions
1M
YouTube Views
Strategic Wins
Reddit and LinkedIn proved unexpectedly effective, especially for older audiences seeking meaningful outdoor travel. The campaign turned digital sparks into real-world journeys, combining awareness, engagement, and lead generation into one celestial celebration.
Landing Page Strategy
The campaign homepage served as an all-in-one resource: lodging tips, event highlights, travel logistics, and itinerary suggestions—all wrapped in evocative design and copy that captured Craters’ cosmic vibe.
Media Mix Mastery
From Meta to Reddit, highway billboards to regional radio, each platform played a role in extending reach, reducing visitor bottlenecks, and building excitement around the Centennial.
Seasonal Alignment
By syncing with the Park’s Phases of the Moon calendar, we kept content timely and audiences engaged. This rhythmic strategy helped space out visitor interest across multiple months.
Lead Capture, Elevated
The Craters Passport provided planning value and captured emails organically. Gated behind a simple form and shared across organic channels, it strengthened long-term audience engagement without paid promotion.
