Wyoming Office of Tourism
Generating interest and opportunity
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.
Services & Capabilities
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.
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.
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.
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.
