Jackson Hole Travel & Tourism Board Launches New Campaign

Working toward the goal sustainable and responsible tourism, the Jackson Hole Travel & Tourism Board has launched its latest initiative, the “Mountain of Youth” campaign. This campaign, aligning closely with Jackson’s Sustainable Destination Management Plan, aims to bring the unique perspectives of Jackson Hole’s residents to the forefront of its international marketing efforts. Through the stories and viewpoints of six local community members, “Mountain of Youth” seeks to foster a deeper appreciation and understanding among visitors and locals alike for the natural beauty and community ethos of Jackson Hole.

Local Perspectives Leading the Way

Julie Calder, a board member of the Jackson Hole Travel & Tourism Board, encapsulates the essence of the campaign by highlighting the inspiration derived from the local community and the majestic Tetons. The initiative marks a continuation of Jackson Hole’s tradition of impactful marketing campaigns like “Stay Wild” and “Tag Responsibly,” yet it ventures further by delving into the heart and soul of the community’s relationship with their environment. The first iteration of the campaign introduces us to local legends such as Jane Golliher, Zahan Billimoria, Kira Brazinski, Leslie Steen, Bryan Iguchi, and Bill Briggs, whose stories aim to bring the visitor closer to the real Jackson Hole, beyond its scenic exteriors.

A New Chapter in Destination Marketing

The campaign represents a pioneering approach to destination marketing, emphasizing authenticity and responsible engagement with the locale. Designed by the board’s Agency of Record, Colle McVoy, and brought to life by local creatives, “Mountain of Youth” sets a high bar for how destinations can engage visitors in a meaningful dialogue about conservation and community values. The narrative, enriched by genuine experiences and crafted with care, invites visitors to not only explore Jackson Hole but to do so with a mindset of stewardship and respect for the land.

Crista Valentino, the Executive Director of the Jackson Hole Travel & Tourism Board, says the campaign’s underlying message is a call for visitors to act as protectors and stewards of these lands. This reciprocal relationship between the visitors and the destination is a central theme, emphasizing the importance of giving back to the land and community that offer so much to those who explore it.

Impact and Reach

Already featured in prominent publications such as Travel & Leisure and National Geographic, and gaining traction on digital and social media platforms, the “Mountain of Youth” campaign is set for expansive reach. In just the first month following its launch, the campaign engaged over 30,000 online viewers and generated over 20 million social media impressions. The plan to extend the campaign through billboards in major cities and additional print advertisements promises to elevate Jackson Hole’s message of sustainable tourism and local engagement to new heights.