Jackson Hole Travel & Tourism has two words for visitors: "Stay Wild."
The campaign by AOR Colle McVoy centers on a simple premise: It's time to separate from the digital world and
reconnect with nature.
The creative runs across social, OOH, display and video, targeting eco-conscious travelers who long for a true escape. DOOH billboards in major cities (New York, Los
Angeles, San Francisco, Chicago and Seattle) are aimed at commuters in high foot-traffic areas.
“In a world dominated by screens, the greatest adventures are the ones we almost forget to
take,” says John Neerland, group creative director, Colle McVoy. “‘Stay Wild’ is our way of interrupting the ordinary and reminding people that the wild still exists, waiting
for them to step into it.”
The "Stay Wild" platform, a mainstay for eight years, has positioned the Wyoming mountain town as a key sustainable travel destination.
The "Untamed"
spot reminds viewers that Jackson Hole offers both top-notch skiing and nighttime entertainment at various music venues, or local hangouts, such as the Cowboy Bar. “Moment
of Zen Send” provides a sensory experience — the rush of skiing and the gusts of alpine winds.
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The new work builds on last year’s “Selfie Control”
campaign, where the brand turned social media into a tool for wildlife safety.
Colle McVoy's client work includes Target, La-Z-Boy, Command Brand and Frank's RedHot.