Wyoming Sees Ninefold Increase in Travel Interest Thanks to Targeted TV Campaign

Wyoming has achieved a significant boost in tourism interest following the success of its “Modern Explorers” TV campaign, developed in collaboration with VDX.tv and advertising agency BVK. Running from March to September 2024, the campaign used TV Magnify technology to deliver interactive video ads across connected TV (CTV), desktop, and mobile, reaching 775,000 U.S. households.

According to data from Adara, a RateGain company, the campaign generated over $115 million in direct economic impact and was responsible for 50% of all hotel revenue during the campaign period. Compared to using CTV alone, TV Magnify drove a ninefold increase in traveler engagement, including searches, bookings, and hotel stays.

“Our partnership with VDX.tv allowed us to connect with the right travel audiences, driving measurable economic impact for the state,” said Michell Howard, Senior Director of Brand Strategy at the Wyoming Office of Tourism.

The campaign's strength lay in combining compelling video content, authentic storytelling, and advanced audience targeting. According to Jackie Dunfee of VDX.tv, the campaign aligned emotional storytelling with measurable performance, “inspiring action and understanding how ads drove real travel outcomes.”

CTV advertising is gaining traction as a more effective alternative to traditional linear TV. Platforms like Future Today report high ad engagement and up to 80% incremental reach, underscoring the medium’s growing influence. VDX.tv's household-level targeting and cross-device ad sequencing further enhanced campaign outcomes.

Given its success, Wyoming has renewed the campaign for summer 2025, incorporating lessons learned to optimize future performance.