Situation:
Everyone already knows that outdoor rec. began to really boom during the pandemic. For Visit Idaho, it was important to ensure that visitors and locals alike would practice responsible recreation principles, like Leave No Trace.
Challenge:
At this time, this wasn't a particularly revolutionary concept and competitors with similar attractions felt that same responsibility. We needed to find a solution for standing apart, keeping our message concise but clear, and not pissing people off through it all.
Strategy:
The not-pissing-people-off was our first priority; locals were already wary of visitors, and a growing number of outdoor enthusiasts flocking to the state during a lockdown was definitely not appealing. We also didn't want to give our brand a reputation for being preachy. So, we decided to take an outgoing, sassy and irreverent tone and appearance to tackle these topics. We started by creating pillars to build messaging around, since we knew that we couldn't only advocate for the outdoors, but needed to create a centralized strategy for tackling all kinds of allyship.
action:
I took the goals and crafted a plan for the concept. I began drafting up the brand, the identity, and the expressions. Once those plans had been finalized, I created a deck to sell the idea. The client loved it; I presented the finalized concept to our internal team and had them get started building the ads. The Visit Idaho team also wanted to make sure that their brand was living up to its own messaging, so we began to work with their PR team to sponsor a cleanup event on a nearby mountain that overlooks the city.
outcome:
Since the original launch of this campaign, the Visit Idaho team has taken it on as a core initiative. Creative is refreshed seasonally and new tips, tools and resources are produced. This has also made it into their Key Business Objectives and is expected to be a part of future campaigns for years to come.
click the image to navigate through through the deck that was presented to the client