Inspiring Travelers to Explore with Intention
Summary
As Idaho’s travel demand soared, Visit Idaho needed a refreshed brand and a cohesive voice to inspire mindful exploration. Together we built the “Travel With Care” initiative—rooted in respect for Idaho’s people, places, and wild spaces. From brand identity and paid media to storytelling-led PR, every touchpoint carried one message: adventure responsibly. The result was a unified statewide campaign that sparked pride among locals and inspired visitors to explore with care.
Client
Visit Idaho
Scope
Agency of Record
Campaign Title
Travel With Care
Results
21M+
impressions
109K
clicks
INVITING VISITORS TO TRAVEL WITH CARE
To help Idaho manage record-breaking visitation without losing its wild charm, we launched a sub-brand for Visit Idaho focused on stewardship. The “Travel With Care” message used friendly illustrations and a warm tone to remind travelers to care for the land, themselves, and the locals—turning responsible travel into an invitation, not a lecture.
sub-brand development
Idaho needed a message that nudged folks to explore with a little more care—and a lot more heart. “Travel with Care” became more than a sub-brand—it became a statewide call for conscious adventuring, woven right into the soul of the main campaign.
Media buying
We mapped media to match the traveler’s mood—from wanderlust scrolls to “let’s book it” clicks. With custom placements and data-fueled buys, we skipped the fluff and sent meaningful traffic straight to Visit Idaho’s door.
Volunteer event
Some campaigns talk about giving back. This one rolled up its sleeves. We teamed up with Visit Idaho and local champions to host a volunteer event that turned visitors into community contributors—because caring isn’t a tagline, it’s a movement. Volunteers repaired fencing, scraped graffiti, and removed weeds in the high-traffic park, which is crucial to maintain its usability and preserve its beauty.
