Mavericks Wanted: Wyoming's Bold New Tourism Campaign Makes its Debut

March 2, 2026 - Cheyenne, Wyo. - The Wyoming Office of Tourism (WOT) has officially launched its brand new national campaign, Mavericks Wanted. The campaign stands as an open invitation to travelers who crave wide-open spaces, bold experiences and the freedom to chart their own course.
Mavericks Wanted is more than a tagline, it's a call to action. It challenges visitors to rediscover their sense of exploration and independence in what has long been considered the last bastion of the West.

By definition, a maverick is someone who takes chances and forges their own path. Wyoming's new campaign embraces that spirit, inviting visitors to seek out personal growth through boundless frontiers and unforgettable experiences, while also traveling responsibly and respecting the landscapes that make the state extraordinary.
The campaign features high-impact creative across a comprehensive national landscape, spanning digital, print, out-of-home, native and social media. This multi-channel strategy is reinforced by strategic partnerships with respected publications and networks, including Smithsonian Magazine, Condé Nast and The Cowboy Channel, to integrate advertising across all platforms and maximize brand visibility.

Mavericks Wanted is designed to build awareness of Wyoming as a premier, year-round destination, drive conversions by encouraging travel plans and intent, as well as stimulate engagements across Wyoming's owned channels while promoting responsible travel education. The launch marks the next chapter in Wyoming's evolving brand story.