Wyoming unveils ​Mavericks Wanted campaign

Travel Wyoming have launched its new tourism campaign, Mavericks Wanted, an integrated effort designed to challenge conventional travel narratives and appeal directly to visitors seeking experiences that are bold, unscripted, and personal. The campaign will position the destination as a modern proving ground, extending an open invitation to individuals who want to chart their own path and embrace adventure on their own terms.

Rooted in the belief that travel is as much about mindset as it is location, Mavericks Wanted will highlight Wyoming as the ideal destination for individuals willing to push beyond the expected and seeking out wide-open frontiers, both literal and emotional.

Spanning TV, digital, print, out-of-home, native, YouTube, and a dedicated landing page, the campaign was developed in partnership with BVK, which led strategy, creative concept development, and integrated advertising across all channels. Production partner, Picture North, brought the campaign’s cinematic vision to life through broadcast and digital concepts designed to emphasise movement, scale, and authenticity. Leading photography for this campaign is acclaimed photographer Ben Christensen, known for his raw, unfiltered vision of the authentic Western lifestyle.

“We set out to create work that moves the audience and differentiates Wyoming from other destinations,” shared Nick Marrazza, BVK Group Creative Director. “Instead of telling travellers what to do or providing them with a laundry list of activities, Mavericks Wanted invites them to step into a space that rewards independence and curiosity.”

“We didn’t film Wyoming, we lived it. Alongside locals with serious grit and even bigger hearts,” said Porteus Xandau, Picture North Director. “It felt part road trip, part rodeo. Every shoot day was like strapping into a roller coaster built by cowboys.”

The creative was designed to live organically across channels, with television anchoring the campaign’s tone and ambition, while digital, print, out-of-home, native placements, and YouTube extend the destination’s story in more contextual and immersive ways. A dedicated landing page, on the Travel Wyoming site, serves as the central hub for the campaign.

Mavericks Wanted will run across national and regional media. The Wyoming Office of Tourism’s That’s WY campaign has become a cornerstone of the state’s destination marketing, driving visitation, earning industry recognition for its compelling storytelling, and elevating Wyoming’s profile nationwide. Building on this legacy, Mavericks Wanted doubles down on the state’s commitment to experience driven, integrated storytelling that continues to push creative boundaries and showcase the state’s uniquely bold appeal.