Visitors from across the globe come to Las Vegas not just for the glimmering lights and entertainment, but to visit some of the world’s most awe-inspiring landscapes in the plentiful national parks that surround Southern Nevada. Grand Canyon, Death Valley, Zion, and Bryce Canyon National Parks all provide bucket-list worthy experiences.

As one of the largest tour providers to these scenic destinations, Pink Jeep Tours deploys an army of their unmistakable pink vehicles across the desert southwest each day. The challenge was to help tourists to select the most grandiose (and most profitable) experiences, with the understanding that those experiences also keep them away from the casinos the longest.

The resulting campaign created a a higher tier of “Select” experiences. Design elements, badges, and messaging pointed to an enhanced experience without actually modifying the product.