The Ask
Boost consideration and drive conversion among millennial outdoor enthusiasts by showcasing Wyoming’s wide-ranging natural wonders, authentic Western culture, and commitment to responsible travel.
The Solution
Afar introduced Wyoming through a two-part strategy:
Editorial Storytelling: A four-part Destination Spotlight series highlighted Wyoming’s outdoor adventures, mountain towns, and responsible travel practices. To bring the story to life, Afar’s social media editor—and millennial traveler—Tiana Attride spent a week at a Wyoming dude ranch, creating a suite of original video and social content.
Actionable Planning: Building on the editorial coverage, Afar launched six custom Afar Journeys itineraries designed for different traveler interests. Each itinerary featured multiple CTAs linking directly to the Wyoming site, moving audiences from inspiration to action.
