2025 Modern Explorer Summer Campaign

The Summer campaign aims to elevate Wyoming as a year-round destination by focusing on its cultural richness, adventure opportunities, and sustainable travel. Running from March to September with a $5.6 million budget, the campaign targets adults aged 25-44 with an HHI of $40K+ across national markets, specifically Active Recreationalists, Sightseeing Adventurers, and Cultural Explorers. The strategy prioritizes a digital-first and balanced approach, utilizing paid social, programmatic advertising, paid search, and strategic partnerships to drive travel intent and engagement. The campaign primarily targets national audiences but will also focus on secondary and tertiary markets with increased emphasis across key channels, including a regional effort in Denver and Salt Lake City.

Questions or Comments?

Reach out to our Brand Integration Senior Manager, Becky Oswald.