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Utah office of tourism


A Case Study.


What do you do when everyone wants what you have, but no one knows you have it?

The Problem


Utah had a real problem. Most travelers thought its iconic redrock landmarks were hallmarks of Arizona. Winter sports enthusiasts could rarely discern Utah’s Wasatch Front from the Colorado skyline. In short, everyone seemed to want what Utah had (five national parks, unmatched access to the best skiing on the planet, an iconic American road trip experience)—but no one knew that Utah could wrap it all up in one epic adventure.

Our Approach


Research showed that travelers actually wanted to experience what Utah had to offer—the vast wilderness of the American West and the unmatched beauty of our national parks—they just didn't know that they could find it in Utah. Shifting away from stories about accessibility and accommodation, our strategy centered on things that you simply couldn't find anywhere else—especially an epic American road trip that included a bucket-list worthy adventure.

project detail

Kylie Kullack — Head of Client Partnership, Struck


I've been coming to Utah since I was a teenager—and then I moved here six years ago. There's something intoxicating about this place, something that transforms you as you explore its wildest landscapes.

What We've Done








Places To Know


Calf Creek Falls

Traditions Cafe (Scipio)


Green River Melons


High West


Identify the travelers. Build a dream. Make it real.

Finding The Greatest


There’s nothing more thrilling than tackling a tourism challenge. But it’s a daunting task—identifying sets of ideal travelers, establishing personas, developing a messaging strategy that accurately reflects their needs and desires. That’s what we did. And then we locked ourselves in a room and focused on what really matters—the experiences that only Utah can offer. The iconic landscape and landmarks. The national parks. The greatest snow. The personal experiences that make every Utah vacation unforgettable. The result: a year-round, multi-platform (tv, out-of-home, social, digital, branded content) campaign that takes adventure to new elevations.

 The orange logo on a white background that was created for Utah Life Elevated
Brand Promise
 The Mighty 5 logo in white with a background of Utah's national parks
Roger Brooks, Tourism Expert & CEO / Roger Brooks International
The marketing that Utah has done has set the standard for what every state should do: market your 'anchor tenant'—those activities and places that simply can't be found anywhere else.
Real Testimonial


The Results

Keeping Tabs On Taxpayer Funds


Working with a state entity like the Utah Office of Tourism brings along a huge responsibility—using our budgets efficiently and driving measurable results for the state. We track each campaign and optimize constantly to ensure that our work to bring travelers to Utah is actually working. The good news? The numbers are some of the best in the industry.


$1.96 billion

In visitor spending directly attributed

to the Mighty 5 campaign.


Increase in incremental travel compared

to previous national ad campaign.


Return on investment—$338 in travel

revenue for every $1 spent on advertising.

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