"Idaho's beautiful scenery and extensive recreational opportunities make it an ideal destination for visitors seeking value and an environmentally clean and culturally diverse pleasure trip during any season. Idaho is un-crowded and un-hurried making it an excellent respite from the hassle of modern living, particularly for those who reside in crowded urban areas, those who seek adventure and those wanting a family-friendly vacation destination. Idaho's natural environment and quality of life can be maintained and is compatible with a strong and vibrant tourism economy."
-Positioning statement for the Idaho Travel Product
The campaign tag line "Adventures in Living" encourages travelers to make an adventure out of their Idaho vacation. It highlights Idaho's large array of unique recreational opportunities, events and attractions for travelers seeking adventure and new experiential travel. All media messages in all media forms and formats use this position to "umbrella" more specific sales copy about Idaho.
Check out our ads on the following pages to see what we mean.