Wyoming’s ‘Modern Explorers’ Campaign Fuels Travel Boom
Wyoming’s tourism industry is seeing measurable gains thanks to an innovative four-month video advertising campaign that leveraged advanced connected TV technology. The “Modern Explorers” campaign, which ran from March to September 2024, reached 775,000 U.S. households and generated more than $115 million in direct economic impact for the state, according to analytics from Adara, a RateGain company.
The campaign was a joint effort between the Wyoming Office of Tourism, advertising partner BVK, and video advertising platform VDX.tv, which used its TV Magnify product to amplify reach across connected TV, mobile, and desktop. The multi-screen approach drove a ninefold increase in traveler engagement compared to connected TV alone, contributing to half of the hotel revenue tracked during the campaign period.
With success validated by both audience reach and economic returns, the Wyoming Office of Tourism has extended its partnership with VDX.tv through summer 2025, optimizing tactics to maintain strong performance. “Driving awareness remains essential to bringing people into the state of Wyoming,” a tourism office spokesperson said, adding that video has proven critical in that effort.
The campaign spotlighted Wyoming’s authentic landscapes and people, creating emotional resonance that turned aspiration into action. “We were able to meet people at the intersection of aspiration and authenticity—exactly where Wyoming shines,” said Ashleigh Wiemer, group media director at BVK.
VDX.tv’s household-level targeting and cross-device sequencing enabled retargeting that helped deepen engagement beyond initial exposure. “The results helped validate the value of video beyond awareness alone,” Wiemer added.
The campaign also reflects a broader trend of connected TV outperforming traditional linear advertising. Platforms like Future Today report that ad-supported streaming services are driving higher engagement and wider reach. CTV’s digital infrastructure offers superior measurement, audience targeting, and retargeting capabilities that give travel brands full-funnel visibility and control.
According to Future Today co-founder Vikrant Mathur, “CTV isn’t just another channel—it’s a smarter, scalable engine for growth in today’s travel economy.”
As Wyoming continues to invest in high-impact video advertising, the success of the “Modern Explorers” campaign demonstrates how modern technology and storytelling can turn interest into economic impact.
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