Cannes Lions: The International Festival of Creativity has been championing creative excellence since 1954 with the goal of providing a global destination and the definitive benchmark for creativity that drives progress. In 2022, all eyes were on the first in-person gathering in three years when 826 coveted awards were handed out for creative marketing communications and advertising across all industries.
Among them was a Silver Lion award for Yellowstone National Park, The Inheritance Pass.
Voiceover: “And with a little imagination and foresight, you can see all the way to the year 2172…now is later, later is now.” The Inheritance Pass is a $1,500 donation that gives access to Yellowstone for one year now and also secures complimentary admission in the family’s name for 150 years from now in the year 2172.
To commemorate the sesquicentennial anniversary of Yellowstone National Park in 2022, Yellowstone Forever, the official nonprofit partner of the park, debuted a new way to invest in the legacy with the launch of the Inheritance Pass. Agency partner: HAVAS, Chicago.
The additional travel-related winning campaigns at Cannes Lions:
- Welcome to the Icelandverse, Inspired by Iceland / Visit Iceland (The Travel Vertical, 11/16/21)
- The Originals, Visit Sweden (The Travel Vertical, 12/14/21)
- NYC Says Gay, New York Office of the Mayor
- We Hockey, Arizona Coyotes
- Joy, MGM Resorts
- Convergence Station, Meow Wolf
- The Unfiltered History Tour, British Museum
- Rio Carnaval, Brazil
- Vienna Strips on OnlyFans, Vienna Tourist Board
- The Island of a Mystery, Khortytsia
- The Bookcase for Tolerance, Anne Frank House
Related: eTourism Summit Announces Winners in Fifth Annual eTSY Awards for Digital Excellence
Yellowstone National Park Visitation Drops 50 Percent
What was supposed to be a record-breaking vacation season in and around Yellowstone National Park has turned completely upside down and created opportunities for last-minute travelers. The floods that ripped through the northern part of the park two weeks ago tore up roads, disrupted the traffic patterns, closed accommodations.
“Just two weeks ago the cupboard was pretty bare for folks looking to make hotel reservations,” said Ryan Hauck, Executive Director of Cody Yellowstone. “The flooding in Yellowstone, however, has cut visitation in half and created ripple effects in gateway communities like ours who depend upon that traffic. There’s even availability in town during the Cody Stampede and July 4 when we never have an empty bed.”
In addition to the closed facilities, only three of the park’s gates – including the East Gate due west of Cody – are open on an odd/even Alternating License Plates System (ALPS). The result is the park is seeing a 50 percent drop in visitation over 2021. Some 30,000 people visit the park each day during peak summer months, and cutting that number in half has had a profound effect on regional businesses that rely on seasonal tourism.
The National Park Service is regularly updating information about park conditions and the reopening timing of facilities, and travelers are advised to review current information here before heading into the park.
Cody businesses, dude ranches, hotels, campgrounds, museums and popular attractions like the Cody Nite Rodeo, Buffalo Bill Center of the West and Old Trail Town have remained open.
Cody Yellowstone is the marketing organization for the region and is comprised of the northwestern Wyoming towns of Cody, Powell and Meeteetse as well as areas inside of Yellowstone National Park and the valley east of the entrance. The DMO has set up two helplines (307-586-1574 and 307-586-1571) to assist travelers who wish to make accommodations and other arrangements.