Wyoming Office of Tourism
Generating interest and opportunity

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We partnered with the Wyoming Office of Tourism to expand brand awareness and introduce users to the broad range of sights in activities in the state

The Challenge

The Wyoming Office of Tourism planned to increase its brand awareness by redesigning its tourism and “Winter in Wyoming” program websites. Their goal was to grow their wintertime website traffic by 20% year-over-year, increase mobile visitors, build social engagement, forge strategic partnerships, leverage public relations and reach, and extend overall program awareness.

Our Solution

Fresh took a full-service approach to the project, beginning with strategy. To deliver an initial design concept, the Fresh team drew inspiration from national and global tourist sites, in addition to researching and analyzing what makes Wyoming unique culturally. For the Winter in Wyoming program website, we partnered with professional snowboarder Travis Rice to develop an authentic Wyoming story. We integrated video to communicate the program's elements, tailoring content for a multi-generational audience.

Key Contributors

Nuriel Mizrahi
Nuriel Mizrahi
Chris Allen
Chris Allen
Priya Chauhan
Priya Chauhan
Isaac Campbell
Isaac Campbell
Nathan Dean
Nathan Dean
Dan Meyer
Dan Meyer
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A consistently branded experience

Wyoming represents the West in various ways: it’s rugged and outdoorsy, historical and adventurous. The combination of images, type, and icons needed to communicate all of the above in a complimentary way that enforced Wyoming’s unique story. We incorporated video and a tile-based layout to create a photographic look and feel, where the website is a “Best Of” overview of all the value the state has to offer.

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Leveraging expansive imagery

With some of North America's most massive mountain ranges, powerful rivers, and expansive prairies, capturing Wyoming's environmental majesty on the site was essential. The photography conveys the striking natural monuments throughout the state, and visuals span the screen, giving users a sense of how much the state has to offer. The result is an invitation to explore digitally before planning your in-person visit.

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Immersive and comprehensive content

Wyoming is defined by its natural wonders and the opportunities they provide for visitors. With mountains, lakes, rivers, streams, and much more, tourists can partake in a variety of recreational activities. Each module in the navigation allows users to learn more and explore photo galleries, maps, reviews, and other helpful information for planning a visit.

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Key Results

25%

Increased total website sessions

43%

Click-through rate

114%

Increase in mobile traffic

90%+

User completion rate

35k+

Sweepstakes entries

125k+

Video views

4m+

Influencer impressions

275k+

Social interactions


. . .[Thank] you and your team for all the hard work and many hours you have put into this site. I am blown away on how beautiful this site is. Stunning! Extra proud today to be from Wyoming.

Lonnie Anderson Wyoming Office of Tourism