As part of an RFP, I developed this spec campaign for Wyoming Tourism—work that ultimately won us the account. The long-copy ads proved that Wyoming wasn’t just a great state worthy of your vacation days, but a reform school for the service industry. Copy is practically illegible at this size (Thanks Squarespace), so allow me to write out one below.
[Copy for the trail ad]
About 25 miles outside of Lander lies some of the best mountain biking around. It hasn’t made the cover of any magazines, but it’s made the front pages of many photo albums. It’s there that you can find things not normally seen on world-class trails, like complete solitude. And if you ask around, we can recommend a dozen other trails just like it. And maybe even a few places to use your brakes.