visit idaho
“Travel with Care” Campaign
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Situation
After experiencing tremendous growth in visitation and tax revenue in 2022, Visit Idaho established a new campaign in 2023 focused on destination stewardship and educating visitors. Madden developed the Travel with Care initiative around three core pillars: care for Idaho, care for yourself, and care for others.
Approach
The initiative provides visitors and locals with crucial messaging on how to experience Idaho in a responsible way, centered around the campaign’s three core pillars. “Care for Idaho” focused on respecting the land and environment to protect the state’s natural assets for generations to come. “Care for You” was targeted primarily at first-time outdoor adventurers, advocating for preparedness and being safe. “Care for Others” focused on being kind to others and respectful of Idaho’s land for generations to come. Care for others focused on promoting kindness as local partners faced staffing shortages and employees experienced poor treatment from some visitors.
The “Travel With Care” sub-brand fits within the larger Visit Idaho ecosystem yet provides the flexibility to take a fresh approach with the creative and serves as a platform for all future initiatives related to overtourism and sustainability. In order for these pillars to make an impact, we wanted our audiences to feel like the messaging was coming from a friend, not an overbearing rule enforcer. The creative features colorful, illustrative imagery with quick and witty language that conveys the messages in a lighthearted manner.
We also developed a landing page on VisitIdaho.org that incorporates interactive elements and a resource hub for continued education on the three “Travel With Care” pillars. We also promoted the initiative through banner ads and audio platforms such as Spotify, Stitcher, Pandora and Sirius XM. Through radio, we were able to serve millions of impressions with a regional targeting approach.
A major part of the initiative was an activation at the popular Camel’s Back Park in Boise. Volunteers repaired fencing, scraped graffiti and removed weeds in the high-traffic park, which is crucial to maintain its usability and preserve its beauty. After the clean-up initiative, a follow-up toolkit was shared with attendees. We are encouraging partners to organize their own Travel With Care events across the state, spreading the message to be mindful and responsible while recreating outdoors in Idaho. In addition to the toolkits distributed at the activation, we developed a digital toolkit with collateral, such as flyers and a PR media kit, to share with partners to help them amplify the “Travel with Care” initiative. l Flyers and collateral, PR media kit and partners can use resources for the local campaign for local adoption.
Results
Whether it’s being prepared for a hike, welcoming everyone on and off the trails or drowning out campfires, the impact Travel With Care has on the community is here to stay for generations to come.
- 21M+ impressions
- 109,000+ clicks
sub-brand development
The “Travel With Care” sub-brand fits within the larger Visit Idaho ecosystem yet provides the flexibility to take a fresh approach with the creative and serves as a platform for all future initiatives related to overtourism and sustainability.
Media buying
We also promoted the initiative through banner ads and audio platforms such as Spotify, Stitcher, Pandora, and Sirius XM.
Volunteer event
A major part of the initiative was an activation at the popular Camel’s Back Park in Boise. Volunteers repaired fencing, scraped graffiti, and removed weeds in the high-traffic park, which is crucial to maintain its usability and preserve its beauty.
