The Ask
Increase consideration for travel to Wyoming and drive conversion among millennial outdoor enthusiasts by focusing on the breadth of the state’s natural wonders, social responsibility, and traditional Western culture
The Solution
To introduce Wyoming to our audience, Afar took a two-pronged approach: building traveler awareness via a dedicated editorial series of multimedia content, and creating actionable itineraries through the Afar lens to help travelers plan their next trip.
First, Afar launched an editorial Destination Spotlight series for Wyoming. The four new editorial articles featured the breadth of the state’s outdoor offerings, its charming mountain towns, and how to visit responsibly. To get an insider’s perspective, we sent Afar social media editor (and millennial outdoor enthusiast) Tiana Attride to experience Western culture by spending a week at a dude ranch, resulting in a suite of original video content.
Next, to capitalize on the impact of the editorial series, Afar created and launched six actionable Afar Journeys itineraries for Wyoming, based on a wide range of traveler interests. Each itinerary included multiple CTAs that drove back to the Wyoming website.
