Jackson Hole piled a Jeep high with winter gear and drove it around as a mobile billboard

This week, a Jeep brimming with sports equipment 16 feet high (the legal limit) is ending its tour in San Diego, after visiting Los Angeles and San Francisco earlier this year. The vehicle has a graphic that reads “It’s a long winter, just the way we like it” and is part of Jackson Hole Travel & Tourism’s new OOH campaign, aimed at cold-weather thrill-seekers. The campaign also includes a giant mural in New York City that reads “There’s no such thing as the Great Indoors.” “We wanted to attract winter thrill seekers who want to be pushed out of their comfort zones with these authentic experiences,” Dustin Black, executive creative director of Colle McVoy, told Ad Age. “These are not the people who go on vacation to just sit around and be lazy for five days. Post pandemic, our audience is made up of adventure maximizers.” Black added that the Jeep activation is meant to be an Instagram-able call to the wild when discovered by fans in their city. Jackson Hole welcomes millions of visitors each year for summer sports but also winter activities like sleigh rides, snowshoeing, and hot-tubbing in a natural hot spring. Four videos that parody nature documentaries see tourists and hikers as “wild creatures” in their natural element, skiing and sledding around the mountain destination. The Minneapolis-based agency also created Jackson Hole’s “Stay Wild” platform, which first launched in 2018, aimed at addressing off-trail wanderers and trail preservation. Hikers could also experience Jackson Hole virtually through a VR viewfinder called VRnoculars. The campaign will run throughout March digitally and on social platforms.

Jackson Hole piled a Jeep high with winter gear and drove it around as a mobile billboard

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