Travel Wyoming x Ford
To build awareness of the Wyoming’s untamed spirit, vast beauty and bold adventure among thrill-seeking travelers, Wildly Wyoming was created: an award-winning, first-of-its-kind content series in partnership with Ford.
The five-episode competition followed Team Bronco ambassadors as they tackled challenges across the state’s rugged terrain to win a $10,000 grant – all in the name of keeping Wyoming wild.
Wildly Wyoming blends documentary storytelling with competition reality, following three teams of Bronco Ambassadors on a high-stakes journey across 1,300 miles and 28 iconic locations.
Along the way, they rock climbed, biked, fly fished, off-roaded and immersed themselves in local culture, awarding $70,000 in Bronco Wild Fund grants supporting access, preservation and stewardship along the way.
Produced by Outside Inc., episodes ran on CTV, OutsideOnline.com, and as a 2-hour special on Outside’s linear channel. The series was supported by trailers, ambassador content, paid media, and a robust digital hub with interactive maps and trip-planning tools.
The result? A 14% increase in visitation to Wyoming.
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Five, 15-20 minute episodes produced in partnership with Outside Inc.
Brand partnership between Travel Wyoming and Ford
Team Bronco Ambassador-led influencer content strategy
Custom interactive hub on Outside.com
Paid media program, inclusive of homepage takeovers, digital banners, paid social, native and billboard placements
UGC social media contest activation
Interactive trip-planning tools on TravelWyoming.com
Content toolkits for tourism partners
Repackaged content for multi-platform distribution
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Wildly Wyoming outperformed every network benchmark and beat out editorial content, placing it in the top pages of Outside’s vast network.
But most impressively? The series contributed to a 12-point lift in incremental visitation and 1MM+ influenced trips. Proving that smart strategy and compelling creative deliver.
And if you’re the numbers type, here are some good ones:
11MM+ impressions (32% above goal)
8MM+ video views (30% above goal)
1.1MM social views (85% above goal)
215K+ session on program hub
1,300 miles traveled
$70,000 in grants awarded
10 tattoos
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Webby Awards, Media & PR, Tourism & Leisure People's Voice Winner 2024
Shorty Impact Awards, Branded Series Gold Winner
The Drum Marketing Awards, Travel & Tourism Silver Winner
HSMAI Adrian Awards, Gold and Best in Category 2024
AICP Next Awards, Branded Content & Entertainment Finalist
Skift Idea Awards, Creative Thinkers: Content, 2024 Nominee
Effie Awards, Performance Marketing (Digital) Finalist
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Brand partnership negotiation & management
Creative & strategic development
Director of program execution & integration
