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Eric Hansen  Creative Director // Writer 
Jackson Hole's most precious nature areas were seeing harmful levels of human traffic. The driver of this overtourism? Social media geotagging.

We took on this growing threat with a real solution that generated national interest: the world’s first ever generic location tag.

Role: Writer/Creative



Press: The New York Times / Outside Magazine / The Ringer / Uproxx / NPR / Forbes / The Globe & Mail / Popular Photography / Refinery29 / Adweek / CNBC for over 900 million earned impressions

Recognition: 2019 Communication Arts Advertising Annual / Best of Show: Social at The Show / ADDY Awards (National) - Silver / Contagious Campaign of the Week / Adweek Experiential Awards / PRWEEK - Best of Social / Innovation SABRE Awards - Best Use of Photo Platform / SABRE Awards - Best of Social


Announcement video



Posters





Social: On Instagram, we utilized geotargeted ads to reach people in and around the area's national parks.


The generic location tag quickly caught on and even inspired copycat generic location tags from tourism boards in Aspen, Telluride, and Bend. Years later, it continues to be used to share awesome nature photos. 



CCO: Mike Caguin
GCD: Dustin Black
Art Director: Lydia Lee
Designer: Jacob Boie
Creative Intern: Anne Parrin
 
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