"Don't Fence Me In" Campaign
TravelNevada is a statewide marketing bureau responsible for promoting the state's vast tourism and cultural experiences via innovative marketing programs and campaigns. As the largest industry in Nevada, tourism plays a vital role in the state's economy.
By 2014, markets that had historically generated the most visitors were nearing a saturation point. Strategies were needed to introduce the Silver State to new visitors...especially at a time when the Northern Nevada ski/winter industry was facing low snow/drought and Las Vegas was shifting focus from gaming to entertainment and recreation.
Along with TravelNevada, Fahlgren Mortine developed a fully integrated fall/winter campaign that shifted the focus of communications to the millennial generation. Featuring a contemporary version of the old cowboy song "Don't Fence Me In," the campaign tapped in to the millennial tendency toward independence and individuality.
A mix of traditional media, completely new digital user experiences and public relations efforts were used to get TravelNevada's story out to a new generation of potential visitors/adventurers.
Since the campaign rolled out, visitation to Nevada continues to climb, increasing by more than 2.5% annually. More than 60% of potential visitors said that the "Don't Fence Me In" message is providing new information that broadens perceptions of Nevada. And consumer engagement with TravelNevada online and through social media is growing stronger every year.