Wyoming Office of Tourism
The challenge
Position Wyoming as a must-visit destination by building awareness of the “That’s WY” brand, elevating lesser-known experiences, and driving sustainable travel — particularly during shoulder seasons.
The goal was to distinguish Wyoming in a crowded market while encouraging responsible tourism and supporting local economies.
THE APPROACH
AMC Consulting collaborated with a partner agency to successfully secure the Wyoming Office of Tourism (WOT) account through the RFP process. Since 2022, AMC has served as the lead contractor on the account, overseeing the strategic development and execution of a comprehensive media relations program.
Working closely with WOT and the agency of record, AMC leads an integrated PR approach that includes paid media, earned coverage, and influencer partnerships. Efforts are tailored to both drive and fly markets, with a focus on highlighting hidden gems, Western culture, natural beauty, and outdoor adventure.
The annual program also includes strategic press and influencer trips, targeted events in priority markets, and over 15 virtual deskside briefings with top-tier national media. All efforts align with the state’s messaging pillars and sustainable tourism goals.
The Results
Through a multi-channel media strategy, we increased Wyoming's visibility across national lifestyle, travel, and outdoor publications. Influencer partnerships helped drive awareness in key markets, while earned media placements reinforced the brand’s authenticity and adventure-forward appeal. Our efforts supported increased engagement with “That’s WY” messaging and contributed to the state's broader goals of sustainable tourism and economic impact.
From 2022 to present, AMC has helped secure 2,909 media stories, resulting in over 11.5 billion media impressions.
