2017 Year in ReviewWyoming Office of Tourism

FREMONT CANYON, NEAR ALCOVA, WY

TRAVEL IMPACTS ON WYOMING’S VISITOR ECONOMY

8.7 MILLION VISITORS

DURING 2017 2.4% INCREASE

IN VISITATION

$3.6 BILLION

DIRECT SPEND

8.5% INCREASEYEAR OVER YEAR

$186 MILLION

IN LOCAL AND STATE

TAX REVENUES

9.2% INCREASEYEAR OVER YEAR

Thanks to increased visitation and spend,

Wyoming saw an influx in travel-and-

tourism-related jobs, as well as an overall

wage growth of 3.4%.

3.4% YEAR OVER YEAR

The travel, tourism and hospitality

industry continues to be a major player in

Wyoming’s worker economy, with visitor

spending supporting travel-related jobs.

32,000 TRAVEL-RELATED JOBS

(data based on preliminary numbers, not final figures)

MEDICINE BOW MOUNTAINS, NEAR CENTENNIAL, WY

OVERALL WAGE GROWTH

FOR EVERY $1 SPENT ON ADVERTISING:

CONSUMER AWARENESS

INCREASED 25%OVER 2016

$10.28 $257WAS RETURNED IN

STATE AND LOCAL

TAXES

WAS RETURNED

IN VISITOR

SPENDING

ADVERTISING TO DRIVE VISITATIONConsumer brand messaging was placed through a strategic, multi-tiered market approach on both a national (broadcast TV, search engine marketing) and regional level (print, digital, spot market TV, out-of-home media).

Early indicators of the 2017/2018 Winter Campaign show significant growth in engagement

over previous years. Campaign investment of $676 thousand generated to date:

WINTER

In its second year, the Wyoming Office

of Tourism’s “That’s WY” campaign

continued to build momentum and as a

result was directly attributable to:

in influenced visitor spending.

1 MILLION TRIPSgenerating more than

$1.1 BILLION

The 2017 “That’s WY” campaign invested $4.4 Million which

influenced more than

SUMMER

INFLUENCED TRIPS

GREW 8.6%OVER 2016

DELIVERED OVER 18 MILLION

IMPRESSIONS THROUGH DIGITAL,

PAID SEARCH

AND SOCIAL

CAMPAIGNS

300% INCREASE IN INTENT TO

TRAVEL ACTIONS INCLUDING WEBSITE

VISITS, E-NEWSLETTER

SIGN-UPS AND

TRAVELERS GUIDE

REQUESTS

OVER 52,000 LEADS GENERATED

THROUGH PARTNER

CAMPAIGNS

WITH MEN’S JOURNAL

AND MATADOR

NETWORK

OVER1.1 MILLION VIDEO VIEWS

OF WINTER

CONTENT ACROSS

DIGITAL AND SOCIAL

CHANNELS

CALL OF THE WY PROMOTION WITH HGTV This multi-channel collaboration paired the media muscle of HGTV with Wyoming’s epic landscapes to create an interactive campaign that followed the adventures of four social influencers as they traveled through Wyoming– some by way of a tiny house – and encouraged their engaged audiences of 4 million to come find their #CalloftheWY.

Allowed for integrated efforts with industry partners that garnered awareness for Wind River Country, Sublette County, Sweetwater County and Park County.

2.1KCASTING CALL

ENTRIES

762KSWEEPSTAKES

ENTRIES

766KVISITS TO PROMO

LANDING PAGE

6.9MSOCIAL

MEDIA

IMPRESSIONS

974KENGAGEMENT

ON KEY SOCIAL

CHANNELS

247 MEDIA

ARTICLES

FLAMING GORGE RESERVOIR, SWEETWATER COUNTY, WY

SOCIAL MEDIA ENGAGEMENT

WOT hosted an influencer trip to

the northeast corner of Wyoming

to celebrate the album release

of Gillette native, Josh Dorr.

The trip also promoted shoulder

season travel to Wyoming and

activities in Campbell, Johnson

and Crook counties.

WYOMING IN THE SPOTLIGHT

The Wyoming Office of Tourism’s proactive and integrated PR efforts have

resulted in 813 Wyoming placements in a variety of outlets from around the

world, including the Toronto Star, Vogue, Dallas Morning News, Conde Nast

Traveler, Travel + Leisure, Men’s Journal and Sunset, placing Wyoming in front

of our target audiences.

PR efforts resulted in stories on 36 WYOMING DESTINATIONS,

ranging from Aladdin to Yellowstone National Park.

“ THE BEST CRAFT CHOCOLATES YOU’VE NEVER HEARD OF”

– Departures

“ YOU’LL LOVE YELLOWSTONE IN WINTER”

– Budget Travel

“ SWEETWATER COUNTY: A RUGGEDLY RICH, UNDISCOVERED CORNER OF WYOMING”

– Forbes

100 MEDIA APPOINTMENTS

IN NYC AND

TORONTO

370CONVERSATIONS

CONDUCTED WITH MEDIA

AND INFLUENCERS

$17.7 MILLIONIN EDITORIAL

VALUE

LAUNCHED MEDIA

LEADS PROGRAM AND

PROVIDED

20+MEDIA INQUIRIES

TO WYOMING PR

PARTNERS

1.58 BILLIONTOTAL

READERS/VIEWERS IN CIRCULATION

HOSTED 40 MEDIA AND

INFLUENCERS IN

WYOMING

2.8 MILLIONMINUTES OF VIDEO

VIEWED ON FACEBOOK

2.36 MILLION

TWITTER IMPRESSIONS

1.43 MILLION IMPRESSIONS

AND NEARLY

72,000 ENGAGEMENTS

ON WYOMING AND INFLUENCERS’

CHANNELS

32,000NEW FOLLOWERS

ON SOCIAL MEDIA

To encourage visitors to explore other areas

in Wyoming, we worked with our partners to

produce dedicated route stickers and maps for

four regional travel routes (Black to Yellow,

Rockies to Tetons, Park to Park and Salt to

Stone) and the total solar eclipse, as well as

dedicated area stickers. (246,500 pieces of

collateral in total).

In 2017, the network of statewide visitor centers

welcomed a total of

948,327 VISITORS

WYOMING EXPERIENCES THE GREAT AMERICAN SOLAR ECLIPSE

Federal, state and local partners statewide came together to encourage eclipse travelers to come to Wyoming.

$63.5 MILLIONwas spent by visitors

261,100 PEOPLE traveled for the eclipse

TEAM WYOMING COWBOYS

Team Wyoming is in its 13th year and is

comprised of professional rodeo athletes who

represent Wyoming as they compete in rodeos

around North America.

In 2017, more than 100 social media posts were

shared on the cowboys and cowgirl’s social

media channels with #TeamWyoming. Sponsored

athletes include Dusty Tuckness, Nate Jestes, JR

Vezain, Chet Johnson, Seth Hardwick, Clayton

Savage, Cassidy Kruse and newest member to

the team – southeast Wyoming native, Brody

Cress. Two of our professional rodeo athletes

qualified for the Wrangler National Finals Rodeo

– JR Vezain and Brody Cress – while bullfighters

Dusty Tuckness and Nate Jestes suited up every

night in the WNFR arena.

• Meeteetse native Dusty won bullfighter of the

year for his eighth time

• Brody ended up #2 in the world standings for

saddle bronc riding

• JR snagged the #4 spot in the world

standings for bareback.

Governor Mead and the First Lady hosted the annual Team Wyoming breakfast at WNFR in Las Vegas.

WELCOME CENTER VISITATION

$3.8 MILLIONwas generated in local and state tax revenue

Funded eight community enhancement

projects through technical assistance

matching funds. Partners participated in

numerous other WOT co-ops ranging from

newspaper inserts in Denver, Salt Lake City

and other regional mid-west markets along

with search engine marketing and regional

radio advertising.

WOT GLOBAL POSITIONING

Educated 424 travel trade professionals through six international sales missions in India, Italy, France, Germany, Nordic and Oceanic regions, and the United Kingdom. International trade show efforts generated 251 qualified leads in addition to impacting 644 Japanese travel professionals through 43 training seminars throughout the year.

Inspiration Guides were distributed by

Brand USA with a print circulation of 575,000 – including 13 languages – to more than 20 countries.

An Expedia partnership targeting

German consumers during the

National Park IMAX film in

Germany—saw 1.5 million digital ad impressions and 500,000 co-branded display ads through Visit the USA.

Speaking to

consumers in their

language with

eight in-language guides including

Spanish, Japanese,

Mandarin, French,

German, Italian,

English and Hindi.

40,000 print copies distributed through travel agents and tour

operators during industry shows

with accompanying digital and video

highlights of landscapes, historical

sites, towns and overall experiences.

HOSTED 5REGIONAL CHINA-

READY WORKSHOPS

TO SUPPORT

INTERNATIONAL

TOURISM EDUCATION

93INTERNATIONAL

BRAND USA

DISCOVERY PROGRAM

PARTICIPANTS

10INTERNATIONAL

TRADE FAMS

HOSTED IN

WYOMING

29FAM PARTICIPANTS

FROM TOP

INTERNATIONAL

MARKETS

INDUSTRY OUTREACH

BOYSEN RESERVOIR, NEAR SHOSHONI, WY

Darren Rudloff ChairmanDistrict 1

Jim Waldrop Vice Chairman At Large

CJ BoxAt Large

Zannie DriskillAt Large

Angie GuyonDistrict 5

Christine HillDistrict 2

Larry LloydDistrict 4

Mandy Moody PhillipsDistrict 3

John RutterDistrict 6

The Wyoming Tourism Board is the leading proponent of the state’s travel and tourism industry. They provide governance and policy oversight for the Wyoming Office of Tourism. The nine-member board, made up of six district and three at-large appointees, is appointed by the Governor and confirmed in the Senate.

WOT STAFF

WOT BOARD

The Wyoming Office of Tourism (WOT) is dedicated to supporting the travel and tourism industry throughout the entire state as we work with our partners to effectively contribute, increase and sustain a vibrant visitor economy for Wyoming.

At its core, “That’s WY” brings the best of Wyoming to life, from our breathtaking landscapes to the rich stories that are found here, as well as why Wyoming provides a great outdoor lifestyle. The beauty of the “That’s WY” campaign is that it captures the epic intimacy that’s found in Wyoming, while resonating across various sectors of industry.