Two iconic national parks attract hordes of tourists to Teton County in summer. But in winter, travelers think of Jackson Hole ski resort, and nothing else. We needed to chip away at that inhibiting belief, show the wide range of winter activities, and increase tourism revenue. Our campaign featured user-generated content from visitors, mobile billboards, dynamic digital creative that changed with the weather in Jackson, and a surprise Tram takeover concert. Fueling interest and driving conversation about all Jackson Hole has to offer in winter.