Every summer, about 3.2 million people visit Jackson Hole, Wyoming. Come winter, that drops to 200,000. With tourism revenue being the lifeblood of the local economy, the Jackson Hole Travel & Tourism Board needed to elevate Jackson Hole as a top destination for winter travel and to motivate travel. Research showed that more than 50% of vacationers say they would be more willing to visit a destination if they could experience it beforehand.
Its agency created a brand experience that was designed to pull people in and give them a taste of what the last real mountain town has to offer. It created “VR-noculars” — classic viewfinders retrofitted with 360-video playback — and placed them at the Minneapolis-St. Paul International Airport during one of the busiest travel periods the market would see: Super Bowl 52.
It intentionally positioned the experience at the intersection of one of the busiest gates and the main corridor that leads to baggage claim so that a highly affluent audience of Super Bowl attendees — including not only fans, but big brands, executives and media — could not miss it.
If the mountain won’t come to your target audience, bring your audience to the mountain.
Choose a location that will make your target nearly a captive audience.
Create an experience that will impress viewers by using technology to match reality.
This won the VR/AR category in MediaPost’s 2018 Creative Media Awards.