Changing social media behavior to Keep Jackson Hole Wild
Social, Print
About Jackson Hole
With two national parks at its doorstep, Jackson Hole is a highly 'grammable place. But there, and across the country, Instagram location tags are attracting excess traffic to nature areas, doing harm to the environment. So, in the spirit of Jackson Hole's conservation tradition, we asked residents and visitors to help "Keep Jackson Hole Wild” through a clever Instagram hack.
We created an alternative Instagram location tag that acted as a conservation call to action.
To reach people in a highly relevant moment, geotargeted social ads were run targeting the area's national parks.
And posters placed in the Jackson Hole airport and near nature areas helped generate awareness for the effort.
The campaign garnered attention from numerous publications, creating national conversation about its important topic.
The New York Times, Adweek, Uproxx, PSFK, The Ringer and Contagious.
We needed to offer a solution and help spread the spirit of conservation that is so important to us. We want to share the beauty of Jackson Hole and inspire more people to experience it, but we also want them to join in our efforts to preserve it.
Kate Sollitt, Jackson Hole Travel & Tourism Board Executive Director
