Who knows Jim Bridger? Not very many of you --- and that's why we guided the Cache Valley Tourist Council to market the area using the name of the valley instead of the "Bridgerland" they had been using. The new brand promotes the area's beauty without neglecting its recreational opportunities, enticing people to "Relax in our Playground." A theme that appeals to a wider audience allows for flexibility in the brand as it is rolled out over time, and has achieved the council's goals of more visitors and higher visibility of the area outside of the valley.