Challenge: How could Nebraska increase its in-state travel by residents in one of the country’s most geographically diverse, and widest, states from end to end? And how could it connect the messaging with both baby boomers and millennials?
Solution: To boost in-state tourism, we launched an enhanced version of the Nebraska Passport program, a series of ten themed tours consisting of eight stops each. Every year, a new batch of 80 stops would be chosen from hundreds of entries from across the state. Residents (and even those from outside the state) could pick up a printed passport or request one online, then travel around the state collecting stamps from each stop for a chance to win prizes. We created a brand new digital version of the Passport for iOS and Android smartphones that allowed even more people to participate, collecting virtual stamps through geofenced destinations.
Full Campaign
Poster
Mobile App
Bimonthly Email Newsletter
NebraskaPassport.com
Results: Participation in the program has increased year-over-year with more than 26,000 participants in 2016, including 87,492 total stamps and double as many passports submitted for prizes over 2015. In 2016, participants traveled from over 219 communities in Nebraska and 28 states. Results from 2017 indicated that travelers from 40 states have already participated.
Agency: Bailey Lauerman
Role: Interactive Art Director
Role: Interactive Art Director
