For the wildest and weirdest state of the lower 48 to compete with its more famous western neighbors, Nevada needed a new brand voice to attract a new audience. “Don’t Fence Me In” defined Nevada as the adventure-minded explorer who wanted more than just a Vegas weekend. We leveraged real Nevada personalities and ambassadors to be the stars to portray the places to go and things to do in the most honest light. In just a few years, in addition to increased visitation, we helped lower the average age of a Nevada traveler by a decade.