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The Sun Valley Tourism Board and Two Things Urge Tourists to 'Stay Sunny'

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Each creative piece is informed by a pain point Sun Valley wanted to address

The Sun Valley Tourism Board and Two Things Urge Tourists to 'Stay Sunny'

For years, Sun Valley, Idaho, often regarded as one of the most beautiful places in the country, has existed in relative obscurity-- a tightly guarded secret among in-the-know tourists. That all changed with the pandemic. Almost overnight, Sun Valley became the place to be. Tourists hungry for serenity flooded the valley in droves. And the locals tasked with satisfying their myriad needs became, in a word, overwhelmed. 

The Sun Valley Tourism Board was suddenly forced to shift priorities from attracting new guests, to protecting the local way of life from too many guests. The biggest problem this onslaught of tourism brought to town was, to put it bluntly, rude, inconsiderate behavior, disrespect towards staff, disregard for locals, aggressive driving, littering, jumping lines and, well, you get the picture. What the Sun Valley Tourism Board needed was a campaign that reminded visitors how things are done in the Valley, and they looked to creative agency, Two Things, to help.

Two Things started with a simple call-to-action, 'Stay Sunny', (also the campaign’s tagline) to reflect the optimistic spirit of the Valley. But they also needed a voice that, like the locals, felt honest and to the point, and invited tourists in happily, as long as they were kind and respectful. Each creative piece is informed by a pain point Sun Valley wanted to address, using humour and light heartedness to make those who were causing the ruckus, feel like they can be part of the solution.  Ads are being placed throughout Sun Valley with different messages for different locations. So, for example, as people enter town, they are welcomed with a wave and a smile. Alternatively, when people are being jerks on the bike trail, they are given the business.   

Virtually every piece of the campaign Two Things created is being delivered through non-traditional media that gives back to the community of Sun Valley, and the money saved from not doing a traditional media buy freed Two Things up to do more local collaborations and execute all production locally, helping to support local businesses at every level. In addition to chalked street messaging, murals, wild postings, local signage and bumper stickers, Two Things is arming local businesses (restaurants, bars, coffee shops) with campaign messaging reminding tourists to Stay Sunny including “friendship chips” owners can hand out to customers, custom coasters, t-shirts, hats and posters. In addition, Two Things created “The Patience Portal,” for local restaurants to help bring the calm to impatient patrons. While waiting at their tables for food, customers can scan a QR code to be taken to a mobile-first site ripe with trivia games and Q&A fun for the whole family to help pass the time until their food arrives. 

"The mission of 'Stay Sunny' is to teach out-of-towners how they do things in the Valley. It’s a reminder that if you’re kind and considerate, you’ll be welcomed into the family. And if you’re not, you’ll likely be on the next horse out of town,” says Scott Cromer, creative director at Two Things.

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Categories: Travel, Services

AJM, Fri, 20 May 2022 08:16:19 GMT