Great Idaho Getaway Program

Strategy: Emphasize Value, Focus on Customer Potential, Take Advantage of Tech

Type of attraction: Tourism Organization

Summary: Idaho’s state tourism office decided that with the downturn in the economy, it was time to try something really different in their tourism marketing.

Idaho’s state tourism office decided that with the downturn in the economy, it was time to try something really different in their tourism marketing. In the summer of 2009, they brought “overworked city dweller” Tobias Lumpkin and his family from Seattle to Idaho for a 10-day, 2,200 mile adventure in an RV. The family’s experience was captured on film, resulting in a 32-minute film about their trip.  The “Great Idaho Getaway” was released in early 2010 and is featured prominently on the home page of visitidaho.org. 

In addition to watching scenes from the film, there are links to a weekly drawing for a 2-day Idaho trip giveaway. Each week features a different trip giveaway, with packages donated by Idaho destinations.  Contest entries can be made on Facebook, Twitter or via e-mail—and entrants are encouraged to triple their chances by doing all three. “I am very pleased with the collaborative spirit the campaign has fostered.  From suppliers’ contributions for the Lumpkins’ trip to the donation of tourism prizes for the current sweepstakes, the industry has come together statewide to encourage people to learn about all Idaho offers,” notes Karen Ballard of Idaho Tourism.