Discovering new creative peaks to make the last real mountain town the most sustainable travel destination in the world.
STAY WILD, SAFELY AND RESPONSIBLY
When this is a top 10 Instagram post from the National Park Service, you know you’ve got a problem: “Believe in yourself like visitors who believe they can pet a bison.” Ruled by 97% wilderness and only 3% civilization, protecting what makes Jackson Hole a destination for adventure is a community imperative—not some bullet points on a brand website. We developed a custom Instagram filter that uses real-time spatial recognition data to uniquely prompt people whether they're at a safe distance while in the act of capturing wildlife encounters for social glory. The interactive filter can immediately recognize the animal species and associated national park safe distance rules.
- Brand Strategy
- Branding & Identity
- Social Media
- Out of Home
- Paid Media
We named the filter “Selfie Control” for immediate recognition and attachment with endless news stories of selfies with wildlife gone wrong—and we made it an open-source application so other national parks and wildlife habitats could quickly make their own versions fit for their locale’s wildlife. That’s support for 433 individual parks, spanning more than 85-million acres of habitats for 400,00 animal + plant species.
A third-party research firm conducted visitor intercept surveys over the summer period of the initiative to hear directly from people exposed to Jackson Hole’s responsible tourism efforts calling attention to Selfie Control through a combination of paid print media; billboards and gas pump toppers along major Teton county roadways. Coasters and posters were given to local food/bar establishments and retail/hospitality venues. Paid social and digital placements targeted a 50-to-75-mile radius around Teton county.
Concepted in two days with 48 hours to lock in Jason—and two hours to capture and produce all campaign content. How’s that for a Big Game blitz?!
WORK THAT WORKS
By turning social media—the very platform fueling risky behavior—into a tool for safety, Jackson Hole seamlessly blended education with engagement.
- 28% of surveyed summer visitors reported changing their behavior after seeing Jackson Hole’s responsible tourism initiative.
- Discussions ongoing with national park peers to expand the Selfie Control filter, which saw 4,000+ downloads in its first two months.
- Generated 1.2B earned impressions with 547 unique media placements, including The Washington Post, The Verge, Thrillist, ABC News, and Good Morning America—with syndication across eight additional countries.
- Social media engagement with wildlife safety content increased 60%.
SUSTAINABLE ADVENTURE + WELLBEING
Stay Wild invites people to stay in this wild place, but to do so with respect so the wonder of Jackson Hole never fades.
- Brand Strategy
- Branding & Identity
- Social Media
- Out of Home
Tag Responsibly
Instagram location tags were attracting excess traffic to nature areas, doing harm to the environment. So we asked residents and visitors to help Keep Jackson Hole Wild through a clever Instagram hack.
- Social Media
VRNoculars
We put 360-video inside old-fashioned binoculars so people could experience Jackson Hole from afar.
- Experiential
- Virtual Reality
- Emerging Technology
2M+
Impressions Generated Monthly
14,000
Video Views
— Kate Sollitt, Travel & Tourism Board Executive Director
Tread on the Trail
We needed to tell people to stay on the trails but more signage only impedes the natural beauty. So we created hiking boots that left behind a subtle footprint with a strong message.
- Out of Home
- Experiential
- Earned Media
17.5M+
Impressions
1,500
Steps and Counting
Leave It As It Is
We had Teddy Roosevelts great-great-grandson read his famous conservation speech proving that a presidents cry for help in 1903 is just as relevant today.
- Social Media
- Content Creation
- Film
19.8M+
Video Views
83%
Video Completion Rate
Leave Hibernation to the Animals
For some, winter means hibernating. But for those who flock to Jackson Hole, winter brings adventures of a lifetime. Our nature-documentary parodies capture the spirit of this rare breed.
- Content Creation
- Film
20M+
Video Views
72%
Video Completion Rate