Promote Idaho’s Food and Wine Culture with the NextGenIdaho Branding Campaign
This project was part of my Content Writing Certificate program at School of Visual Concepts (September 2017 – December 2018.)
Problem: Recent campaigns promoting tourism in Portland, Seattle, and Vancouver BC have focused on the Millennial demographic, highlighting local nightlife and bars/restaurants over historic or nature-oriented landmarks. How would we develop a similar campaign for Idaho, a state people still think of as barren land inhabited by small-minded townsfolk?
Solution: With the NextGenIdaho digital campaign, we focus on the growing number of restaurants, wineries, brewpubs, and distilleries in the region. The younger, child-free demographic will be targeted – couples who will travel several hours to attend wine tastings and individuals that will skip remote cabins in favor of acclaimed restaurants that use ingredients grown from their own backyard.