Forever Heritage Pass

Year after year for the past decade, Yellowstone National Park, the first national park in the U.S., has seen a record increase in attendance. Sounds good, right? Except it’s not. This increase in visitors has negatively impacted Yellowstone to the point that its future is in danger. There’s been more car pollution and not enough staff to keep up with the increased demands; wildlife has been threatened, the habitats disrupted, and there’s been more destruction and deterioration of the park’s natural ecosystem than ever before. For Yellowstone’s 150th Anniversary, Havas was charged with creating something meaningful without increasing attendance—something that would preserve the park for future generations while generating media buzz and celebrating this milestone anniversary.

In partnership with Havas Chicago, the agency created a 360-degree campaign that disrupted the national park dialogue (where to go, what to do) and created conversation around preservation and funding to bring attention to Yellowstone Forever, the park’s nonprofit, and raise money.

Armed with knowledge and insights around “for good” consumer efforts, we appealed to people’s future desire by communicating that taking action today could help preserve the park for tomorrow. As a result, we developed and refined The Inheritance Pass, a campaign and microsite, asking people to help preserve the park’s future. This made Yellowstone the first national park to offer consumers a ticket to the future.

190 Earned Placements

785M Gross Impressions

3X Donations

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