Idaho Department of Commerce, Tourism Development

Statement of Communication

This campaign pushed Visit Idaho into uncharted territory, breaking new ground for both our brand and audience by spotlighting one-of-a-kind hotel stays that defy expectations—far beyond what followers might imagine. Some destinations shy away from showcasing offbeat hideaways, but we knew a passionate audience would travel by road or air just to experience them. Each of these properties celebrates its own kind of character—whether kitschy, eccentric, or delightfully unexpected—yet all are immersive and luxurious in their own way, proof that travel’s magic truly lies in the eye of the beholder.


Our goal was twofold: showcase Idaho’s unique accommodations, which support the tourism industry through the 2% lodging tax, and engage a niche audience Visit Idaho had never targeted—travelers seeking quirky and extraordinary getaways. These vacationers embrace all the camp and kitsch, are deeply devoted to distinctive experiences, and are ideal advocates for Idaho as a destination. Partnering with A Pretty Cool Hotel Tour (APCHT) allowed us to reach this community and elevate awareness of the Visit Idaho brand, a perfect opportunity to tap into an enthusiastic audience.

The distribution plan included a series of collaborative Instagram posts, exclusive content for APCHT’s Instagram and TikTok, a 5-minute YouTube hotel tour, and Instagram Stories capturing their Idaho journey, providing real-time engagement.

Captions were clear and informative, listing hotel details and locations while keeping the conversation open for comments and DMs, where users could ask questions about the hotels and the overall visit. We designed the campaign to be accessible and engaging—where every piece sparked curiosity, inspiring viewers to experience these lodgings for themselves.