January 27, 2022 / Press
Colle McVoy helped Jackson Hole launch the Tread on the Trail program, a first-of-its-kind out-of-home activation that addresses the issue of hikers frequently wandering off designated trails and putting precious ecosystems at risk. Featured in Ad Age, Adweek, Muse by Clio, The Minneapolis Egotist and other media outlets, the pilot program used specially designed hiking boots that left subtle footprints with a strong message to “tread on the trail.”
During the pandemic, Jackson Hole felt the swell of tourism that came from an increased interest in getting outdoors. With more people on the paths of its 97% protected lands and two national parks, hikers began wandering off designated trails. The program was piloted this past fall, spreading the message on many trails in the most non-invasive way possible, all to protect 24,000 acres of land, one step at a time.
The Tread on the Trail campaign is an evolution of Jackson Hole’s high-profile Stay Wild campaign that continues to encourage visitors to join its conservation efforts in unique ways like using Tag Responsibly which has been imitated by caretakers of other precious lands.
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