Idaho Division of Tourism
One of the nation’s smallest states in population, but 6th largest in size, Idaho has an abundance of natural beauty and a wide array of outdoor pursuits making it one of the country’s most scenic states. Idaho is the outdoor experience. But how do you market that when most are not even sure where Idaho’s located, much less what it has to offer? Low awareness and tough competition for the travel dollar by surrounding states, which have an abundance of natural beauty, national parks, and strong identity characteristics of their own, add to our challenge.
We developed the state’s brand identity using attitude research, which revealed that Idaho is viewed as being “an adventure” in and of itself. There is an “easy-going” feel to Idaho that promotes an “out of-the-way lifestyle.” From this insight, the tagline became Idaho: Adventures In Living. Campaigns have focused on Idaho’s top travel seasons (Summer and Winter) and have ranged from an online film documenting the ten-day Idaho adventure of a Seattle family to a giant paper snow sculpture installation in one of the most heavily trafficked areas in the state of Washington, the Bellevue Square in downtown Bellevue.
IDT seasonal campaigns typically include print, interactive executions and online contests, which have yielded impressive results. To date, state-room tax collections are up 6% statewide, and inquiries into the state travel and tourism development office are up 32%.