Inheritance Pass
Award: Yellow Pencil
Yellow Pencil / Commerce / Acquisition & Retention / 2023
Award: Shortlist
Shortlist / Commerce / Promotion
Award: Shortlist
Shortlist / Direct / Innovation
Year after year, Yellowstone National Park has seen a record increase in attendance. If it sounds good, it’s not. The increased footfall puts the park at risk. There’s more pollution, the wildlife is under threat, habitats are disrupted, and the natural ecosystem is deteriorating more than ever before. But most people in the US are completely unaware. So, Yellowstone created The Inheritance Pass, a ticket to Yellowstone that isn’t valid until 2172, 150 years in the future. The Inheritance Pass spread globally, generating $20 million in media coverage and 2.5 billion earned media impressions.
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