Idaho Division of Tourism
In 2005, Idaho’s division of tourism embarked upon a fully integrated marketing campaign and called upon Drake Cooper’s public relations team to help position the state of Idaho as a leading travel destination.
The public relations plan was initially set for a 90-day time frame and called for outreach to national, regional and local media outlets to generate awareness and visibility about winter travel and recreational opportunities in Idaho. In addition to the winter push, the PR team was asked to gear up for spring/summer activities while dedicating time and effort toward the creation and execution of a culinary tourism PR push.
Research conducted in 2005 showed that the state of Idaho was primarily known for its potatoes rather than its exceptional recreational opportunities and world class resorts throughout the state. Idaho lacked the “sex appeal” that other destinations embedded in the minds of travelers. The Division of Tourism and Drake Cooper share a vision for something bigger and more appealing- to become one of the nation’s leading travel destinations and a consideration to consumers when planning their next vacation.
As part of the initiative, Drake Cooper was tasked with branding Idaho as an adventure in living, family-friendly, couple-friendly, adventure-packed, adrenaline-rushed, urban gem, river-packed, good time place to go. We had a mission to build awareness of Idaho’s unique offerings as well as unveil culinary tourism initiatives to place more emphasis in culinary tourism public relations and marketing efforts for 2007.
The State of Idaho Division of Tourism partnered with Idaho’s Department of Agriculture/Idaho Preferred to come up with a plan to promote culinary tourism in Idaho.
The mission-to improve the image of Idaho foods and the diversity of the foods with the launch of culinary tourism as well as target specific publications for each type of outdoor recreation activity to highlight Idaho as an adventure destination for all ages and personalities.