Wyoming Fly Fishing

When hopping on YouTube.com and doing a basic search for Wyoming fishing, several different options pop up; including fly fishing over different regions of the state, as well as certain species of fish. When glancing over who has posted the videos, it is evident that “WyomingTourism” is responsible for the majority of them. “WyomingTourism” is the YouTube account for the Wyoming Department of Travel and Tourism. One of the videos they published is called “Wyoming Fly Fishing”. It is basically a video promoting the state of Wyoming and its bountiful waters to fish in. To check out the video go to: http://www.youtube.com/watch?v=mF6XzkIqhfM

The video begins with glimpses of wildlife associated with Wyoming, such as buffalo and deer. It also shows people on horseback, riding up the hillside, with packs on their horses as if they are on a long journey. The commentator states, “This is an invitation to you to come fly fish in Wyoming.” Jack Dennis then appears and there are now images and videos of streams, rivers, lakes, fish, and people catching fish. Jack divides the state into five sections: southeast, southwest, central, northern and far northwest. While discussing the major rivers in each region of the state a brief map of that section appears. He also mentions the four different species of cutthroat trout native to Wyoming, as well as the fact that the state has vast acres of public, state, and private land established for anglers to have access to and fish on. It wraps up with people again on horseback, Jack Dennis catching a massive trout and the commentator stating “Accept this invitation from Wyoming… We are asking to take but a single week and try any region. You’ll soon discover why Wyoming is an angling secret worth experiencing…” The very end of the video has the Wyoming Travel and Tourism slogan, “Wyoming: Forever West”, as well as their website and phone number. It states their website is www.wyomingtourism.com, which is incorrect. It is actually .org, not .com.

I think the video does a good job at grabbing the attention of their target audience. The target audience appears to be out-of-state male anglers about 40 to 75 years old. This is based on the inviting tone and slow paced conversation-like presentation from the commentator. They also do an effective job at incorporating credibility with a fly fishing expert. Jack Dennis he is world renowned, the coach of the U.S. Fly Fishing Team, and a well-known Jackson Hole outfitter; he is seen as an expert in the eyes of any avid angler. I think a glitch in the Dept. of Travel and Tourism's marketing campaign is that the average youtube user is between the ages of 16 and 40, which is not within their target range at all. A more modern and upbeat video may be more effective to grab the average youtube user or they may want to try another mode of advertising to reach their original target audience. I think this video will be a good resource for my final project as it will give me something to work from and improve.