Visit Laramie
Sustainability Campaign
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Situation
When we launched the Cowboy Code of Conduct initiative, our goal was to inspire visitors to embrace the spirit of Wyoming and respect the West as they explored our rugged landscapes. We aimed to create a campaign that went beyond promoting tourism to foster a deep, meaningful connection between visitors and the land they were discovering.
Approach
Something that inspired the cowboys out west through generations was an unspoken way of life—a unified message that shaped every interaction. Pioneers had to be tough, but strived to be fair. A cowboy was only as respected as their ability to keep their word. Wyoming integrated this unwritten code into the values of the state, honoring the spirit that guided settlers to lead with pride and integrity. In order to spread awareness for our Cowboy Code of Conduct initiative, we sought to leverage these timeless Western values in a way that felt like it could engage and delight new travelers.
We used data-driven insights to identify key markets, targeting areas where we knew visitors were already coming in strong numbers. For these travelers, our message was clear: recreate responsibly and leave no trace, so the beauty of Wyoming can be enjoyed by all. For our growth markets with high potential, we focused on building awareness of Laramie as a destination that values its natural wonders and expects the same from those who venture here.
Rather than lecturing, our campaign invited travelers to join a community of adventurers committed to preserving Wyoming’s beauty. With a lighthearted yet informative tone, we highlighted key principles: extinguish campfires, stay on trails, know your limits, and respect wildlife.
In essence, our goal was to build a movement of mindful travelers who understand that every action they take in the great outdoors has a lasting impact. By aligning our strategy with the values that define Wyoming, we successfully encouraged vacationers to explore the state with the same care that residents hold dear.
RESULTS
Considering 2024 brought in stronger booking revenues and more profitable occupancy for Laramie’s hotels, we feel proud that our Cowboy Character initiative was able to play a role in shaping healthy tourism to the city.
Big Picture Takeaways:
- 6% YOY increase in occupancy rate
- 5% YOY increase in RevPAR
Overall Website Performance:
- 14% YOY increase in overall site traffic
- 24% YOY increase in organic SEM engaged sessions
- 374% YOY increase paid SEM engaged sessions
Geographical Website Performance:
- Denver, CO: 25% YOY increase in engaged sessions
- Englewood, CO: 139% YOY increase in engaged sessions
- Cheyenne, WY: 22% YOY increase in engaged sessions
Overall Paid Media Performance:
- Landing Page Views: 13,962
- Impressions: 4,972,335
- Clicks: 12,415
- CTR: 0.97%
Embracing Wyoming’s Cowboy Spirit
We created a Plan Your Visit page to promote responsible recreation, inviting travelers to “ride for the brand” by embracing Wyoming’s cowboy spirit. Framing ethics through an environmental lens, we reimagined tenets like “Live Each Day With Courage”—challenging visitors to protect Laramie’s landscapes and do what’s right, even when no one is watching.
“Winter Out West”
Additionally, we created a seasonal landing page with a winter focus for experiencing “Winter Out West.” From spotlighting snowflake and snowmobile icons to anchoring the cowboy code with a winter-wise perspective, we offered guidance for using rider hand signals and how to safely ride down the ski slopes.
Enhancing a Strategic Tool
We enhanced the Adventure Planner, letting users map trails, tackle the Cowboy Character Challenge, and access planning tools—all while visualizing their impact through interactive, hand-drawn illustrations. Playful black-and-white mountain backdrops reinforced Laramie’s beauty, encouraging travelers to protect it. This strategic tool also fostered engagement, inviting visitors to share check-ins at trailheads and campgrounds.
Expanding Our Reach
We expanded our reach with a multi-channel campaign showcasing Laramie’s wild beauty. Adomni ads in Denver and Northern Colorado featured sweeping landscapes with messages like “Give Others the Joy of Discovery.” Google Responsive Display ads reinforced the call to adventure with roaming antelope and untouched wilderness. Headlines like “POV: You’re keeping the West wild & beautiful” positioned Laramie as a must-visit escape—where every traveler helps protect nature’s treasures.
Fostering Purposeful Change
We dedicated this campaign to raising environmental awareness—both about the captivating opportunities for one-of-a-kind adventures awaiting in Laramie as well as for visitors to engage in those adventures with a cowboy’s sense of belonging. When a traveler feels agency in safeguarding outdoor spaces, there’s power to foster purposeful change.
